Fenomena Seksisme pada Laki-Laki Pengguna Produk Perawatan Kulit “Skincare” (Studi Interpretatif tentang Bias Gender pada Kalangan Mahasiswa FISIP USU di Kota Medan)

Abstract

Sexism towards men who use skincare products is a phenomenon that is still rarely discussed in gender studies. Society tends to stereotype skincare as a "feminine" activity, causing men who use skincare products to often face stigma and discrimination. This research aims to examine the forms of sexism experienced by men in the context of skincare product usage and how this affects their self-perception and behavior. Through triangulation, including interviews and content analysis, it was found that men who use skincare products often feel judged and ostracized, by their social environment. Strong gender stereotypes cause them to feel the need to hide their skincare habits to avoid ridicule or being perceived as unmasculine. Additionally, the analysis shows that skincare product marketing is still dominated by narratives oriented towards women, further reinforcing traditional gender norms. These findings highlight the importance of education and shifts in societal mindset to reduce sexism and support the acceptance that self-care is not limited to one particular gender. Support from various parties, including the beauty industry and media, is necessary to create a more inclusive environment free from gender bias.