Acclaimed American actress Sydney Sweeney dazzles Dubai’s major digital screens and hoardings promoting Kérastase Paris’ new product “Elixir Ultime.” This is the French luxury hair and scalp care line’s first appearance on UAE’s outdoor advertising platform. This campaign was launched during the first week of October 2024. As Kérastase celebrates its 60th anniversary, it has given its most beloved product a fresh look and feel. The iconic new Elixir Ultime is now refillable and boasts an improved formula for a dazzling shine. The campaign uses the main tagline “The Shine of An Icon” portraying Sydney Sweeney’s professionally taken black and white, classy, photograph, with shiny and healthy blond hair. The hydrating hair oil is portrayed in its original color to make it stand out and grab people’s attention. The hoarding uses a different design and tagline which is “The Iconic Hair Oil” displaying a photograph of a close-up on the product with an aesthetic design in the background that matches the oil’s color. Sydney Sweeney embodies the brand’s core values; liberation, femininity, and strength. Infused with a radiant essence of of French and wild camellias, and inspired by the elegant fragrances of mandarin, cedarwood, and sandalwood musk to express the brightness of the precious oil, Elixir Ultime offers a transformative hair experience providing 96 hours of frizz control and softness. The product also strengthens hair and provides heat protection. Other benefits include the fact that the packaging is designed to last since it's made out of 95% recycled plastic that can be refilled and 30% recycled glass bottle. Get more in-depth details about the OOH industry by visiting our Insiteopedia and navigating through its different sections.
