L’Oréal Paris has graced Cairo’s OOH arena for L’Oréal Elvive, following up on their last appearance. The OOH advertisement features Mona Zaki, the accomplished actress who serves as the ambassador for UNICEF Egypt. This is important to note as L’Oréal is a very socially conscious company, as evident through their “L'Oréal for the Future'' programme. Their decision to step up their efforts and their pledges for the year 2030 herald the start of a more dramatic transition and reflect their opinion of what a company's vision, purpose, and duties need to be in order to confront the challenges the world faces. Their values align hand-in-hand with Mona Zaki’s, L’Oréal proudly proclaims its accomplishments so far on the billboards, such as “78% of repurposed plastic in 2022”, and “100% of sites that use renewable energy sources by the year 2025”. L’Oréal Elvive proceeds to advertise their hair care line, Elvive Hyaluron Moisture, which provides “72-hour moisturize” thanks to its formula with hyaluronic acid. The color purple is utilized both for the packing and the billboards, and it is linked to elegance, femininity, and allure. Purple is often used in marketing by companies who seek to appeal to women to create a sense of femininity. Check out MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, to learn more about this campaign and many others!
