INSITE OOH Media Platform

In Egypt, Dove is reminding women once again that softness is strength. With a new crop of billboards blanketing Cairo's main streets, Dove's campaign is selling care.

Spotted along main routes like Mehwar, Suez Road, and 6th of October Bridge, the Dove cosmetics and personal care campaign has a clean, uncluttered creative that minimizes visual noise and maximizes closeness. The visual is simply a smiling woman in mid-application; just her and the brand. The text is just as simple, reading: "The kindest care from Dove", in simple, legible Arabic against a pure white backdrop.

The ad spotlights Dove's Pro-Ceramide Serum formula, which provides 72 hours of care without compromising on gentleness. As a trendsetter in innovation and emotional connect, Dove's launch is available in a range of variants, from the "Original" blue cap spray and roll-on to new soft pink and green variants in "Beauty Finish, Fresh Cucumber and Green Tea, Fresh Apple & White Tea" scents. targeted at women with differing skin needs and skin colors. It's an empathetic departure from the performative stares that dominate in the beauty genre. There is no superhumanly flawless skin, only a quiet but forceful narrative: we adore your skin, gently.

Consistent with the promise of the product, the billboards are visually soothing; matte finish, soft lighting, minimalist design. But the positioning strategy is far from subtle. The campaign has high-frequency visibility in some of Egypt's most trafficked locations, ensuring both depth of visibility and memorability. Whether you’re merging onto a highway or cruising down city streets, the repetition feels more comforting than intrusive. In many ways, that’s the magic of Dove’s media strategy: repetition as reassurance.

Curious to know more about Dove’s campaign's location, budget, strategy, and more? you may take a look at our Egypt and the Emirates OOH-dedicated analysis system and Media Intelligence platform (MOOH).