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Dove shines on Greater Cairo’s OOH platform with their new OOH campaign encouraging women to embrace their curly hair introducing new products especially for curly hair in the cosmetics and personal care market. This is Dove’s first OOH appearance on Cairo’s outdoor advertising platform and it has really managed to make a bold statement. 

The main tagline used for the campaign is “Beautiful Curls” and the slogan which translates to “For healthy curly hair without frizz”. This is a statement which best describes the set of products demonstrated on the billboard which includes a low sulfate shampoo which is also a gentle cleansing shampoo for hydrated and moisturized curls with aloe vera and jojoba oil according to the ad copy on the packaging. The second product shown on the billboards is the Detangling Conditioner which is silicon-free. Also portrayed on the billboards is the Curl Defining Leave which is for long-lasting defined curls and provides 72h frizz control. 

Dove understands the unique needs of women with curly hair who may have problems of frizz or dryness which is why the company has created a special low-sulfate hair care range with natural ingredients like aloe vera and jojoba oil. The Dove Beautiful Curls range also provides nourishment and a delicate fragrance.

The ad visually portrays beautiful models with defined curly hair. Some visuals show a model on her own while other visuals show two models together with their healthy curly hair. The visuals also include creative curly doodles in purple and gold which go with the colors that are included on the products. The billboards also prominently display Dove’s logo to grab consumer’s attention and build brand awareness. 

Curious to know more about Dove’s campaign's location, budget, strategy, and more? you may take a look at our Egypt and the Emirates OOH-dedicated analysis system and Media Intelligence platform (MOOH).