With one of the most visually coherent cosmetics and personal care campaigns of the season, Schwarzkopf Gliss has overrun Cairo's roads with a gorgeous out-of-home campaign that's hard to miss. With Lebanese actress Nadine Nassib Njeim as its face, Gliss billboards convey a message of beauty as well as an underlying note of empowerment: Your hair is stronger, you are stronger. The brand has built itself on strong repair formulas, function, and lines based on shine, and this new initiative comes hot on the heels of their previous product launches. What's immediately noticeable is how polished and strategically consistent the visual identity is across all executions. Nadine Nassib Njeim is always front and center in each shot, hair draped in editorial waves, dressed in a crisp white blouse with coral lipstick, a stylistic element that brings out the colorful product bottles against the drab background. The color palette stays true to soft orange, black, pink, and white, infusing the campaign with a clinical-colliding-with-beauty look that is high-end without intimidating customers. The messaging is brief and product-oriented: claims like +100% stronger hair anchor the images, with direct imagery of Gliss products in all formats (repair masks, shampoos, and bespoke treatments). The campaign uses credibility, relatability, and mass visual repetition. Gliss didn't merely roll out commercials; they colonized the Egyptian capital. Across the Mehwar to New Cairo, from Ring Road to Sixth of October, the commercials seem to be trailing after you, in the best (and most marketer-delighting) sense. Such saturation usually belongs to telecom behemoths or giant messages, but Gliss is evidently leaving no doubt: they intend to be viewed as necessary, a daily hair care essential, not a bourgeois add-on. And by being firmly rooted in mass-market locations and main commuter corridors, Henkel's Gliss is aiming for maximum visibility, particularly to commuting women heading to work, school, or just errands. It's an unapologetically broad-scope approach, hoping it can stand out not with sensationalism but clarity, repetition, and regional specificity. For more information on this campaign’s types, locations, budgets, media plans, and more, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.
