Changes in hijab fashion trends have been developing rapidly in Indonesia until the end of 2017. Hijab women are now be the target market for producers in Indonesia. As an indication is the emergence of many special products for women who wear hijab that often appear on television screens. Fresh Hijab ad is a lotion ad that is one example of hijab commodification, which is shifting the value of hijab to be more commercial to get sales profits. This phenomenon is included in the study of the political economy theory of media communication written by Moscow with an indication of the entrance to capitalism by means of the commodification of content or content carried out by the media to gain high profits for producers and the media. This paper uses the observation method in the Hijab Fresh advertisement video and is analyzed using a semiotic analysis technique, Charles Sanders Pierce's Semiotic Theory which will explain the meaning of the sign contained in the Hijab Fresh Hand & Body Lotion advertisement.