Muslimah identity on the Wardah Muslim-segmented cosmetic products

The spreading of products targeting Muslims is currently a trend in Indonesia, for example, Wardah cosmetic products. The appearance of these products cannot be denied as the fact is that Indonesia is the largest Muslim populated country, but these products have become widespread in recent years. The emergence of Muslim-segmented products brings about the idea that the beauty of Muslimah is different from that of non-Muslims. The aim of this article was to find the Muslimah identity created by Muslim-segmented products in Indonesia. The focus of this article is the Muslimah identity and its meaning as portrayed in the Muslim-segmented products Wardah. In this article, we examine the advertising of the Muslim-segmented products Wardah using Stuart Hall's identity theory and Roland Barthe's semiotics using a descriptive qualitative research method. The emergence of Muslim-segmented products strengthens the borderline that Muslimah must be differentiated from non-Muslim women. The religious border, which was blurred once, has been re-constructed by the appearance of Muslim-segmented products. This shows the phenomenon in Indonesia of re-creating the gap, by using religion. As a result, this gap blocks one from creating his or her identity freely.