AS PART OF ITS EXPO 2020 DUBAI PLANS, L’OREAL PARIS REAFFIRMS ITS COMMITMENT TO EMPOWERING WOMEN AROUND THE WORLD& UNVEILS A NEW CONCEPT BEAUTY STORE
The number 1 beauty brand, L’Oréal Pariscontinues its quest to breaking down barriers by empowering women through beauty and its Stand Up Against Street Harassment program,as part of their partnership with Expo 2020 Dubai
As an official partner ofExpo 2020 Dubai, taking place in the UAE from the 1stof October 2021 to the 31stof March, 2022, L’Oréal Pariswill 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. 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 dazzledthe 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 Harassmentevents 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 StandUp 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 willbe hosted by L’Oréal Paris spokesperson Eva Longoriaand local celebrities in the Dubai Millennium Amphitheatre at Expo 2020.
For DelphineViguier-Hovasse, Global Brand President, L’Oréal Paris, “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.”
LA MAISON L’OREAL PARIS BEAUTY CONCEPT STORE
On October 1st, 2021, as part of its 50th year anniversary celebration of its iconic tagline, “Because We’re Worth It”, L’Oréal Paris will unveilLa Maison L’Oréal Parisbeauty concept store in the Opportunity District at Expo 2020. A 400 sqm flagship store showcasing the brand’s product and service innovations and bringing new exciting store experiences to Expo 2020 Dubai visitors.
The beauty store will be highlighting the brand’s three main values:
- Pioneering science,with its new launches and hero products from skincare, makeup, haircareto menin addition tothe beauty technology services like Skin Genius
- 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.
- The Parisian heritage, embracing an iconic element of Parisian culture by welcoming visitors into beauty store with a modern café corner and comfortable terraces.
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 on 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.”
“Expo 2020 is a powerful platform to encourage dialogue and action on some of the world’s most pressing issues. Gender equality and women’s empowerment are at the heart of Expo’s programming as it seeks to celebrate, empower and enable women and girls as agents of change in a shared mission for human progress.”
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.
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.
*About Stand Up Against Street Harassment: L’Oréal Paris has reaffirmed its support for the women empowerment by launching its training program, Stand Up Against Street Harassment on March 8, 2020 through the international NGO Hollaback’s “5D’s” methodology, a program to learn safely how to respond when you are being victim or witness of street harassment. Today, Stand Up Against Street Harassment is currently established in 19 countries. In order to continue building safe and inclusive spaces for all, L’Oréal Paris encourages the public to join the movement by getting trained on standup-international.com