"Numerous countries around the world have conducted studies on feminizing advertising, but Indonesia has seen relatively few of these. Based on the Symbolic Interaction Theory, the goal of this study is to investigate the contribution of femvertising to the brand image of The Rare Beauty. Femvertising and brand image, which are this research's two main subjects, are its limitations. This study combined a qualitative research approach with a case study methodology. Interviewing the interviewees—a creative director, a feminist, female and male consumers—was done in order to learn more about the brand. This research is use the dimensions of Femvertising: Promoting body confidence with realistic images of women, Championing females’ self- confidence beyond a beauty focus, Depicting females in a new multiplicity of roles beyond stereotypes, Men advocating for positive female roles and equality and the dimensions of Brand Image: Favorability of Brand Association, Strength of brand association, Uniqueness of Brand Association. The Findings of this research is that Femvertising helps beauty brands strategically build a brand image that is consistent with ideals of empowerment and speaks to people's lived experiences and cultural influences. Femvertising is a potent tool for influencing brand perception, promoting personal empowerment, and fostering broader societal change within the context of Selena Gomez's Rare Beauty brand."

Keyword: Femvertising, Feminism, Advertising, Brand Image, Symbolic Interaction Theory