Leading cosmetics and personal care company Eva Cosmetics has climbed up on Cairo’s major OOH platform with a new campaign for its line of skincare products, featuring the beloved, one-and-only Abla Fahita. The iconic Egyptian puppet known for its glam and humor, was also Eva Skin Care’s brand ambassador for its prior successful OOH appearance in January 2025. The prior campaign was advertising for the same line of products which makes the new campaign a follow-up one. The main tagline used in the campaign, is the same used in the previous campaign, which translates to “If It’s Moisture It's Eva.” The billboards also use the hashtag which translates to “Naturally in Control.” The ad visual shows Abla Fahita in the center in a stylish purple suit, surrounded by two modern women who have flawless skin. The product line shown on the visuals is a line of moisturizers for different skin types. One moisturizer has honey as a main ingredient and is for normal skin and has a softening effect on the skin. On the other hand, the purple moisturizer is for dry skin which has the main component glycerin. Another moisturizer has the main ingredient of aloe vera which has vitamin E and B5 as well as panthenol for perfect moisturization of face and body. Last but not least, the cucumber moisturizer is for oily skin and has a soothing effect. The campaign uses a purple backdrop. Psychologically, purple frequently symbolizes wisdom, power, and creativity, likely due to its historical association with royalty and wealth which makes the color perfect for the campaign. Eva has strategically placed the campaign at high-traffic points across Cairo-from busy highways to central districts-so as to attain maximum exposure. These are the spots where the commuters, shoppers, and passersby can't help but notice the bold visuals and witty messaging. For the campaign’s types, locations, budgets, media plans, and more, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.
