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Dove Celebrates Curly Hair with “Beautiful Curls” OOH Campaign in Cairo
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Awareness Campaign

Dove Celebrates Curly Hair with “Beautiful Curls” OOH Campaign in Cairo

By INSITE OOH
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January 29, 2025 3 weeks ago
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1 minute, 27 seconds
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Dove by Unilever is back on Cairo's billboards, using gorgeous out-of-home displays and championing curly hair like last time with the Beautiful Curls range. This new cosmetics and personal care campaign is in tandem with the company's mission for embracing natural beauty, building from Dove's campaigns to change rigid definitions of beauty. This new, renewed focused marketing is toward textured hair, and now Dove is reaching out directly to a demographic which is generally often missed: curly-haired ladies.

Clean, confident, and uplifting is the message behind this campaign. Billboards feature models wearing volume, defined curls, spreading joy and authenticity. The color palette is firmly steeped in Dove's white and gold, which is a notion furthering purity and care to premium heights. Short and to the point, the powerful in tagline in Arabic states: "For healthy curly hair without frizz”, and “Beautiful Curls”, directly on one major concern of curly-heads. The minimalist background lets the voluminous hair of the models take center stage, making the campaign aesthetically compelling while functionally effective in communicating its purpose.

On the strategic level, Dove has placed these billboards in high-traffic areas of Cairo to make sure that the maximum number of its target audience will see them. From major highways to business districts, the placements indicate a dual-targeting approach: both young professionals who may be in search of specialized haircare solutions and parents who make purchasing decisions for their children. The presence of the campaign in urban areas with a diverse consumer base further signals the intent of Dove to normalize and celebrate curly hair in mainstream Egyptian beauty culture.

Get more about this OOH campaign, formats, locations, and more by visiting MOOH, an OOH-dedicated analysis system, and Media Intelligence in Egypt and the UAE.


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