Palmer’s New Dubai Billboard Tackles Dry Skin With a Straight-Up Promise: “I’ve Got You”
US skin care and cosmetics brand Palmer's, the manufacturer of favorite cult favorites with cocoa butter-formulated products, has finally taken the leap into OOH in the UAE with a billboard ad that's as bold as its guarantees. While Palmer's has established its brand internationally on tried-and-true, no-nonsense skincare—especially for dryness and hyperpigmentation—this new direction represents a stronger commitment to regional insight, aided by parent company E.T Browne Drug Company.
The advertisement visual is minimal, direct, and not something one can ignore. A background color of warm tones, white big font, and a concise message in Arabic and English: “Dry skin? I’ve got you.” It's that kind of line that cuts around the fluff and gets straight and direct about a pressing skin concern. There is something cheekily reassuring about it—like the friend who pulls out hand lotion from her bag unexpectedly. The ad opts for full-on high contrast for visibility, and the product shot is graphic enough to be immediately recognizable even if you weren't already familiar with the brand.
And now, the billboard site location? They didn’t pick just anywhere. The billboard is placed along one of Dubai’s major highways, where both local and expat commuters spend a good chunk of time each day. It’s a strategic move—targeting daily drivers who deal with dry cabin air, sun exposure, and sand-blown skin. The sharp image of the campaign also mirrors the city skyline behind it, seamlessly integrating into the surrounding buildings without diverting anyone's gaze. It's skincare right on the skyline, not just in your bathroom cabinet.
The campaign struck Dubai’s wall wrappings in the second week of March.
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