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L’Oreal Paris wows Dubai expo visitors with women’s empowerment activation

By M4G Bureau - October 01, 2021

As part of its CSR led activation programmes at Expo 2020 Dubai, 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’.

As an official partner of Expo 2020 Dubai, taking place in the UAE from October 1 to Match  

October 2021 to the 31st of March, 2022, L’Oréal Paris is 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 programme 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. L’Oréal Paris will also be unveiling its La Maison L’Oréal Paris Beauty concept store, bringing a unique and innovative store experience to visitors.

A WORTHY CAUSE: STAND UP AGAINST STREET HARASSMENT

Expo 2020 Dubai will be the first World Expo taking place in the Middle East, Africa and South Asia region, with 192 countries attending. On this occasion, L’Oréal Paris will continue to give women the confidence and power to take the place they deserve in society by setting up 3 activations dedicated to the program:

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.

• 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.

• 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.

Delphine Viguier-Hovasse, Global Brand President, L’Oréal Paris, said, “L’Oréal Paris has always been committed to empowering women through Beauty, and now through its program Stand Up Against Street Harassment. As an official Expo 2020 Dubai partner, we will accelerate the raising awareness on street harassment and share, with as many people as possible, the 5D's methodology. It is the key to give women the confidence and power to walk freely toward their destiny.”

Hind Alowais, Senior Vice President, Participant Management, Expo 2020 Dubai, said : “We applaud our Official Beauty Products and Services Partner, L’Oréal, for their commitment to empowering women and girls. The beauty brand L’Oréal Paris is not only raising awareness of the important issue of harassment, but is also enabling women to speak up and act, which aligns with Expo’s focus on gender equality as an essential component to solving some of humanity’s biggest challenges. Women and girls are at the heart of what we do at Expo 2020 and we’re proud to have partnered with a leading beauty company who shares the same principles.”

With this event, L’Oréal Paris hopes to create a space that supports women to empower each other, encourage each other, and take charge in fighting for their place in this world. Expo 2020 Dubai will bring together more than 200 participants, including 192 countries and millions of visitors from around the globe, allowing for L’Oréal Paris’ mission to reach women in every corner of the world.

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