Brand Storytelling dan Sustainability Communication Mother of Pearl dalam Waste Station
DOI:
https://doi.org/10.29313/bcspr.v6i2.23938Keywords:
Penceritaan Merek, Komunikasi Keberlanjutan, Pengelolaan SampahAbstract
Abstract. The growth of Indonesia’s beauty industry has significantly impacted the environment, particularly concerning cosmetic waste filled with non-recyclable chemicals. In response, Mother of Pearl initiated the Waste Station program with Rekosistem, positioning itself as the first local cosmetics brand to offer a beauty waste disposal service. The low consumer awareness about cosmetic waste management posed a challenge. This research analyzes how Mother of Pearl’s brand storytelling within the Waste Station program on Instagram (@mop.beauty) educates consumers and fosters a sustainable brand identity. Utilizing an interpretive paradigm and a qualitative approach through a one-case two -level analysis, data were gathered via digital content observation and interviews with consumers and the Liberty Society, the implementing partner. The results of this study indicate that Mother of Pearl develops a narrative through four main components in brand storytelling, namely characters, plot, setting, and message. In the narrative, Mother of Pearl as a brand, Tasya Farasaya as the founder, and consumers act as interconnected characters in creating a story about cosmetic waste management. The storyline is built from experiences of cosmetic waste problems, providing education, providing solutions through Waste Station, inviting consumers to participate, and conveying the program's impact through the Impact Report. The narrative functions as a sustainability communication strategy that strengthens Mother of Pearl's identity as an environmentally conscious brand and encourages consumer awareness regarding cosmetic waste management.
Abstrak. Pertumbuhan industri kecantikan di Indonesia memicu dampak lingkungan signifikan, terutama terkait limbah kosmetik yang sulit didaur ulang. Menanggapi krisis ini, Mother of Pearl meluncurkan program Waste Station melalui kolaborasi dengan Rekosistem, menjadikannya sebagai brand kosmetik lokal pertama yang menyediakan fasilitas untuk pembuangan limbah kecantikan. Namun, rendahnya pemahaman konsumen mengenai pengelolaan limbah kosmetik menjadi tantangan utama. Penelitian ini menganalisis brand storytelling Mother of Pearl di Instagram @mop.beauty dalam upaya mendidik konsumen dan membangun identitas brand yang berkelanjutan. Menggunakan paradigma interpretif dan pendekatan kualitatif dengan metode one-case two-level analysis, data diperoleh dari observasi konten digital dan wawancara dengan konsumen serta mitra Liberty Society. Hasil penelitian ini menunjukkan bahwa Mother of Pearl mengembangkan narasi melalui empat komponen utama dalam brand storytelling, yaitu karakter, alur, latar, dan pesan. Dalam narasi tersebut, Mother of Pearl sebagai brand, Tasya Farasaya sebagai pendiri, dan konsumen berperan sebagai karakter yang saling terkait dalam menciptakan cerita tentang pengelolaan limbah kosmetik. Alur cerita dibangun dari pengalaman masalah limbah kosmetik, pemberian edukasi, penyediaan solusi melalui Waste Station, ajakan kepada konsumen untuk berpartisipasi, hingga penyampaian dampak program melalui Impact Report. Narasi tersebut berfungsi sebagai strategi sustainability communication yang memperkuat identitas Mother of Pearl sebagai brand yang peduli lingkungan dan mendorong kesadaran konsumen mengenai pengelolaan limbah kosmetik.
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