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Media has shaped modern version of masculinity into a culture called metrosexual for their pursuit of profit. Based on the definition of masculinity, being girly has been hated by men. However, the definition of masculinity has been broadened in modern days, embracing metrosexuality. Metrosexuality has defined masculinity into new version of man who is not shy of performing their feminine side, such as caring about their appearance. It has influenced male to pursue not only beauty rituals but also urban and consumptive lifestyle. The purpose of this study is to find out how metrosexual sign is constructed in beauty advertisements and what the connotative meaning behind it is. The research objects are five beauty advertisements on Indonesian television which are randomly selected among popular aesthetic products; Axe Perfume, Garnier facial wash, Gatsby facial wash, Clear shampoo and Biore facial wash. Semiotic analysis is used to conduct the research. The result shows that media has constructed metrosexuality in the advertisements by displaying masculine signs through hard working, muscular, and manly characters as well as highlighting feminine signs through fashionable men and men caring about their appearance. The connotative meaning in these advertisements is that men need have a good job and make good amount of money so that they can afford nice wardrobe, effective beauty essentials, and refined hobbies.