Proceedings of the 7 th International Conference on Islamic Studies (ICONIS) 2023 July 18, 2023, IAIN Madura, Pamekasan, East Java, Indonesia | 1 Representation of Hijab Women in Wardah Exclusive Cosmetic Ads Lukman Hakim 1 , Imroatul Isna Maghfiroh 2 State Islamic Institute (IAIN) Kediri lukmanhakim@iainkediri.ac.id.com, imroatulisna755@gmail.com Abstract Hijab in Indonesia currently tends to increase and is in great demand by women. However, some women do not know the meaning of women wearing hijab; they sometimes follow their lifestyle. The mass media plays an essential role in the definition of women wearing the hijab, one of which is YouTube through an advertisement. Advertising is done to influence consumers' behavior, feelings, and thoughts so that they are encouraged to buy the product being promoted. This study aims to determine the meaning of women wearing the hijab in the advertisement "Wardah Exclusive" (2023). The method used is qualitative, with the semiotic analysis approach of the Ferdinand de Saussure model, by determining markers and signifieds to obtain a deep meaning about women wearing the hijab in the ad. The data collection technique used is documentation, by taking screenshots of every scene listed in the Wardah advertisement (2023) on YouTube media, which lasts 30 seconds. The results showed that meaning of a woman wearing the hijab is a Muslim identity, a form of self-expression, a modern lifestyle, a symbol of beauty, and a Muslim obligation. Keywords: Hijab Women, Semiotics, Ads Introduction The development of the times in Indonesia is very rapid, one of which is regarding the world of advertising. Ads that are always good and can make people interested in watching them. Advertising is a form of communication in the form of information conveyed through the media to audiences to fulfill the function of marketing communications. Communication uses symbols and signs that can give meaning to specific groups (Anindita, Ismail, and Iswanto 2020) . The advertisement must persuade the audience so that the company's marketing communication strategy to benefit from a sale reaches the target. Advertising is all messages about products sent through media, financed by a known person in charge, and conveyed to all or part of the public (Putri and Prasetio 2019) The primary press in advertising in Indonesia is television advertising. Most of the products marketed have been advertised on television. In all forms of creativity in social life, advertising is an essential element (Satria and Junaedi 2022). So that advertising can take part in efforts to strengthen, shape, and change a view, opinion, and attitude in the structure of beliefs and beliefs. It's only natural that television advertising has become one of the leading choices for advertising until now. Most women always appear in the mass media, including advertising. Such as advertisements for personal care and cosmetic products created for women. Because apart from being one of the market targets, women can also strengthen the message in an ad and impact the content of the advertising message (Indrasari and Aminulloh 2019). The appearance of women in advertisements is a very selling element. Furthermore, in an ad, womenfolk's presence is considered a facial manifestation that can represent their identity. Meanwhile, the presence of women in advertisements for men's products symbolizes stability (Fitri, Setyowati, and Mahardika 2020). Women can give birth to themselves by wearing make-up, which aims to add confidence in carrying out daily activities (Christinawati and Junaidi 2020). Spirit can