In the last 5 years, the business world has used social media a lot as their promotional media. One of the things that really stands out on social media is the use of Key Opinion Leaders (KOL) to influence their target audience. The role of KOL is important because they have many followers and their opinions are widely listened to and influence the decisions of their followers so that the recommendation of this opinion leader can have an impact on business. This scientific work examines how the application of KOL use for the Scarlett Whitening brand. The purpose of this study was to analyse the use of KOL on Scarlett Whitening in building its brand image. The research method used is descriptive qualitative with data collected through interviews with informants related to this research. The result was that Scarlett Whitening did well in harnessing the influence of KOL to build her brand image. KOL is able to lead public opinion with their reviews and promotions by informing its followers about the uniqueness of the brand, product information, and connecting the products with their daily life. This correlates with the theory that the researcher uses in this study.

Keywords: KOL, Brand Image, Local Product, Brian Solis