INSITE OOH Media Platform

Sephora has launched a new out-of-home ad campaign promoting its Sephora Collection Lip Tint Felt Liner in Dubai, which features a combination of large-format billboards and digital displays at strategic locations.

Following their last ad campaign, these billboards are presently visible along Sheikh Zayed Road, Downtown Dubai, as well as other Emaar-managed digital properties, which implies a wider media campaign with the intention of maximizing impressions per day.

Overall, in each of these forms of media, the cosmetics and personal care advertising largely depends on the recognizable logo of Sephora, which consists of black and white stripes. In the long horizontal hoardings, the logo covers a large portion of the surface.

This strategy, it can be argued, is quite effective in Dubai, especially in high-speed road environments, where simplicity and contrast, rather than complexity, are essential. The use of strips guarantees brand recognition within an interval, prior to even noticing the product or copy itself.

The creative focuses on the Lip Tint Felt Liner, with product details evident by the use of large and detailed product imagery. The felt tip is evident, mirroring the simplistic writing style, “Lip Tint. Felt Liner.”

The hero color, which is a rich, saturated color gradient of rose-pink, does most of the heavy lifting, as it is a beauty-coded, feminized but not soft, and bold enough to cut through the noise in Dubai.

The face of the model is closely cropped; the lips are slightly apart. Lip liner at work. This is not about “finished” beauty; this is about the process of creating. 

The emphasis of the campaign is on the functionality and format of the message. The message clearly states what the product does, and it does not overpromise; it does not create any abstraction in the design, patterns, and layouts, which suits the OOH environment.

The subdued background of a pink-to-rose gradient forms the backdrop in the main panels of the campaign. The choice of this shade aligns squarely with the product type, especially when it’s stretched across long hoardings.

This strategy promotes Sephora Collection as a part of the main retail mix and not an incremental or trial launch. The inclusion of premium outdoor assets further augments the availability and relevance of the product, especially in a highly competitive UAE market. The campaign depends on consistency, brand familiarity, and product communication.

Sephora’s campaign landed on Dubai’s digital screens and hoardings in the first week of February.