After their previous appearance, L’Oréal Paris, the cosmetics and personal care trailblazer in Egypt, has decorated Cairo’s OOH scene with La Roche Posay’s newest ad campaign. La Roche-Posay, the French skincare brand, has dedicated their outdoor advertisement campaign for their Anthelios UVMune 400 SPF50+ sunscreen in perfect timing for the peak of the summer and the sweltering sun. Many Egyptians are not aware of the importance of using sunscreen to protect their skin. By promoting their product in Egypt, La Roche-Posay is not only raising awareness of the dangers of sun exposure but also providing a solution to the problem. The advertisement's orange visuals is remarkable and make the viewer know that this billboard is about a sun protection-related product. The bold color choice also conveys a sense of energy and vitality, which is in line with the brand's message of promoting healthy and vibrant skin and with their brand identity. We see orange; we think La Roche Posay! Placing a scientist in the middle of the billboard to prevent the sun's hurtful rays from the skin was very specific and subliminal. Their ad copy, “No.1 Brand Recommended By Dermatologists In The World,” conveys a sense of trust and credibility. Adding to that, “The Most Effective Sunscreen for the Highest Protection SPF 50+”, emphasizes the product's efficacy and ability to provide the highest level of protection against the harmful effects of the sun. The inclusion of a picture of the products on the visuals allows potential customers to see exactly what they will be getting, which can be reassuring when making a purchasing decision. The product's sleek and modern design is also showcased on the billboards, adding to its appeal. The campaign has been distributed on static billboards and digital screens, and regards the geo-distribution, the campaign chose highways and avoided suburbs or busy areas, which is very convenient, especially when La Roche Posay's products lean towards the high-end products in the Egyptian market. For more details regarding his campaign, go to MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai.
