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Abstract: The case of male endorser of female cosmetics product is relatively novel within the practice of marketing in Indonesia. Male and cosmetics; two concepts that are contradictory but mutually corelate. Men are understood as strong figure, masculine, and far from the association to beauty. On the other hand, cosmetics are inherently tied to the beauty itself. It becomes interesting when these two concepts are paired together within the same context of social media endorsement. Thisdoi:10.20885/komunikasi.vol15.iss2.art1 doaj:98fc6985995a4920aa2de67f0dc2b969 fatcat:wj7hpkewongjpm7louyun4bo5a