Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Communicare : Journal of Communication Studies Ilomata International Journal of Social Science
Rudy Harjanto
LSPR Institute of Communication and Business
Religion Arts Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Benefit of Wardah Innovation Through the Colourverse Program in Creating Skin Tone Harmony Jessica Julia Markus; Naila Rushad; Rudy Harjanto
Communicare : Journal of Communication Studies Vol. 13 No. 1 (2026): Communicare: Journal of Communication Studies
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

The rapid growth of Indonesia’s beauty industry has been accompanied by increasing interest in self-care and personalized beauty. However, limited consumer understanding of skin tone and undertone often leads to unsuitable cosmetic choices. This creates an opportunity for beauty brands to combine consumer education, personalization, and technological innovation. This study examines Wardah’s Colourverse initiative using a qualitative case analysis. Keller’s brand equity theory and Rogers’ Diffusion of Innovations theory are applied to analyze how AI-based personalization contributes to consumer education, brand perception, and technology adoption. Colourverse uses AI-powered facial scanning to analyze skin tone, undertone, and lighting conditions and recommend suitable cosmetic shades. The initiative provides consumers with an interactive and educational experience that supports more informed product selection while encouraging appreciation of individual skin characteristics. It also strengthens perceptions of Wardah as an innovative and consumer-oriented local beauty brand. The findings suggest that AI-based beauty personalization can function beyond product recommendation as a strategic branding and educational tool. Colourverse demonstrates how technological innovation may strengthen brand differentiation, consumer engagement, and the adoption of personalized beauty solutions in Indonesia’s competitive cosmetics market.
LSPR's Social Media Narrative in Maintaining the Legitimacy of Formal Education: A Critical Discourse Analysis of LSPR's Digital Communication Strategy Ivanaldy Kabul; Rudy Harjanto; Geofakta Razali
Ilomata International Journal of Social Science Vol. 7 No. 3 (2026): July 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i3.2012

Abstract

This study examines how LSPR Institute of Communication & Business constructs the legitimacy of formal education through its social media discourse. Amid increasing competition and state regulation of educational quality, private higher education institutions must strategically negotiate public perception. This research applies Critical Discourse Analysis to analyze three pinned Instagram posts from @lsprjakarta and triangulates the findings through in-depth interviews with nine informants consisting of students, parents, lectures, and staff. The textual analysis reveals the use of affective-inspirational language emphasizing family-oriented diction to frame educational achievement as collective belonging. The discursive. practice analysis shows collaborative content production and distribution that reinforces institutional integration and network expansion. The social practice analysis demonstrates that LSPR constructs formal education legitimacy through symbolic positioning as a "family" dan "home", aligning institutional identity with societal expectations. The study contributes theoretically by identifying family as an affective soft-power strategy in negotiating legitimacy between state regulation and public perception. This finding extends Critical Discourse Analysis in educational communication by demonstrating that institutional legitimacy is constructed not only through academic quality but also through affective-symbolic discourse.
Co-Authors Geofakta Razali Ivanaldy Kabul Jessica Julia Markus Naila Rushad