Halal Women Fashion: Beauty Reflect Blessing

Abstract

Labeling 'halal' is the main consideration when consumers decide to buy and apply products of Wardah. Their decision is based on two circumstances are first, internal factor that shows up Islamic identity and, second, external factor that is related to brand image that is strong made them categorized as fanatic consumers. Collaboration of Islam and modernity can be observed in Wardah's advertisement which choses Paris as the setting. Choosing Paris is not only a form of expansion of the business to go international, but also, furthermore, it triggers open-minded and permissive behavior of Muslim Women toward globalization. Wardah scaffolds beautiful and modern Muslims, but they are still Islamic so that the beautifulness appears as blessed concept by wearing halal make-up. Moreover, Wardah has good quality such as light, no serious effect, and addictive, it also has affordable price for all women including non-muslim women.