Representation of Beauty in Packaging Illustrations of Madurese Traditional Herbal Medicine for Beauty Care

This study aims to indentify the characteristics of Madurese traditional herbal medicine packaging for beauty treatment and reveal the beauty concept that prevail in the life of the Madurese culture by interpreting the packaging illustrations. In addition, this study also aims to document one of the cultural assets of Madurese in the form of scientific papers. The research approach is qualitative, relying on cultural semiotics analysis. The concepts of beauty that familiar in Madurese people are raddin (pretty/cute), sengset (tight body) and the most importance is raddin atena (inner beauty) have undergone a change in value. There are findings that the meaning of the physical beauty which is represented in the illustrations of the packagings tend to accommodate the values of sexuality.