L’Oreal Paris to unveil new concept store at Dubai Expo, wows visitors with activation promo

As part of its Expo 2020 Dubai plans, L’oreal Paris unveils a new concept beauty store and also, as part of its CSR led activation and its partnership with the Expo 2020 Dubai, organizes the ‘Stand Up Against Street Harassment’ program.

On October 1 st, 2021, as part of its 50th year anniversary celebration of its iconic tagline, “Because We’re Worth It”, L’Oréal Paris will unveil La Maison L’Oréal Paris beauty concept store in the Opportunity District at the Dubai Expo 2020. A 400 sqm flagship store showcasing the brand’s product and service innovations and bringing new exciting store experiences to the Dubai Expo visitors.The beauty store will be highlighting the brand’s three main values:

1. Pioneering science, with its new launches and hero products from skincare, makeup, haircare to men in addition to the beauty technology services like Skin Genius

2 . Women empowerment, sustained by its continuous efforts in causes such as the Stand Up Campaign, “Because We’re Worth It” mission. L’Oréal Paris will introduce a Carrousel corner aimed at empowering women with strong messages inspired by their spokes community and supported by the Stand Up Against Street Harassment program.

3.The Parisian heritage, embracing an iconic element of Parisian culture by welcoming visitors into beauty store with a modern café corner and comfortable terraces.

The flagship store will also showcase L’Oréal’s sustainability commitment and program by reducing its carbon footprint. The beauty store has been developed and built in a way where most of the furniture in store will be reused after the Expo 2020 Dubai.

As an official partner of Expo 2020 Dubai, taking place in the UAE from the 1 st of October 2021 to the 31st of March, 2022, L’Oréal Paris will also be showcasing to visitors its corporate social responsibility commitments as well as its new beauty and products innovations. L’Oréal Paris will continue the global implementation of its Stand Up Against Street Harassment program by organizing 3 live events aimed at educating and training people on what they can do when witnessing or experiencing street harassment, as well as raising awareness on the topic. These activations will be spread throughout the duration of Expo 2020 to encourage people to join the movement.

1. Stand Up Against Street Harassment.

On September 28th, L’Oréal Paris dazzled the spectators of Burj Khalifa, the tallest building in the world, with a showstopping projection to invite media and influencers to the Stand Up Against Street Harassment events taking place.

2. On October 5th , L’Oréal Paris and its international spokespeople Aja Naomi King, Aishwarya Rai, Aseel Omran and Mona Zaki will be holding the largest Stand Up Against Street Harassment trainings ever done since the launch of the program. Thousands of women and men are expected to attend this training session hosted in the Dubai Millennium Amphitheatre at Expo 2020, or to watch it online as the event is broadcasted live across the world.

3. On December 12th, a final training session will be hosted by L’Oréal Paris spokesperson Eva Longoria and local celebrities in the Dubai Millennium Amphitheatre at Expo 2020