The rapid technological development demands a change in the marketing
strategy of a product in order to thrive and survive sustainably. Cosmetics business is
currently growing so rapidly proved increasingly mushrooming companies that produce
cosmetics for personal use impact on business competition so hard. Wardah cosmetics that
produce cosmetics, especially for personal purposes also feel the competition is so tight.
However, the problem relates to how cosmetic products can be marketed so that the
effectiveness of the advertisement can be perfect and the demand by consumers is still the
main topic. In this research used survey method by using research object on Bandung
society cosmetic product user by analyzing the effectiveness of advertisement using EPIC
model through Vlogger by using descriptive analysis as analytical tool consisting of
Dimension Empathy, Persuasion, Impact And Communication. The results showed that all
dimensions of EPIC with an average score above 3.50 which means that overall is in
quadrant IV means to show that all dimensions in the EPIC model are effective. Thus it
can be said that the use of EPIC methods in measuring the effectiveness of advertising
through vloggers is very good. The deeper finding that the Communication dimension has
the greatest value compared to other dimensions while the smallest dimension is in
empathy. Other findings of all dimensions in EPIC still have not achieved perfect
effectiveness (quadrant V) because they are still between IV quadrants. Based on the above
findings then the company producing personal needs (cosmetics) in order to improve the
effectiveness of its ads and pay attention to the above dimensions, especially on the
dimensions of empathy that occupy the smallest score.
Keywords: Emphaty, Persuasion, Impact, Communication.