10.05.21
L’Oréal Paris is implementing a Stand Up Against Street Harassment program with the organization of three 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.
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, its official partner, will continue to give women the confidence and power to take the place they deserve in society by setting up three activations dedicated to the program.
“Expo 2020 is a powerful platform to encourage dialogue and action on some of the world’s most pressing issues,” said Hind Alowais, senior vice president, participant management, Expo 2020 Dubai. “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.”
“Expo 2020 is a powerful platform to encourage dialogue and action on some of the world’s most pressing issues,” said Hind Alowais, senior vice president, participant management, Expo 2020 Dubai. “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.”
On Sept. 28, 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 Oct. 5, 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 Dec. 12, 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.
These activations will be spread throughout the duration of Expo 2020 Dubai, its official partner, which is taking place in The United Arab Emirates now through March 31, 2022 to encourage people to join the movement.
La Maison L’Oreal Paris Beauty Concept Store
As part of its 50-year anniversary celebration of its iconic tagline, “because we’re worth it,” L’Oréal Paris has also unveiled its La Maison L’Oréal Paris Beauty concept store in the Opportunity District at Expo 2020 Dubai. The flagship store showcases the brand’s product and service innovations, bringing new exciting store experiences to Expo 2020 Dubai visitors. 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. 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.
The beauty store will be highlighting the brand’s three main values: pioneering science, with new launches and hero products from skincare, makeup, haircare to men, in addition to the beauty technology services like Skin Genius; women empowerment, to 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; and the Parisian heritage, to embrace an iconic element of Parisian culture by welcoming visitors into the beauty store with a modern café corner and comfortable terraces.
“We applaud our Official Beauty Products and Services Partner, L’Oréal, for their commitment to empowering women and girls,” said Hind Alowais, senior vice president, participant management, Expo 2020 Dubai. “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.”
Taking activism to the runway
In alignment with the brand’s global outreach program, “Stand Up Against Street Harassment,”
L’Oréal Paris stood up for women’s rights on the runway, paying tribute to an empowered and inclusive vision of beauty on Oct. 3.
As an official partner of Paris Fashion Week, the brand hosted its 2021 public runway show open to all at the Parvis des Droits de l’Homme – a symbolic site in Paris where the Universal Declaration of Human Rights was first adopted. The show’s theme was an ode to women’s empowerment and diversity.
Returning for its fourth edition since 2017, “Le Défilé L’Oréal Paris” is an opportunity to unite the brand’s global spokespeople in Paris on the catwalk. This year, Katherine Langford, Yseult, Camille Razat, Nidhi Sunil, Jaha Dukureh and Bebe Vio made their first appearances on behalf of the brand. Helen Mirren also returned to the runway, in addition to Aishwarya Rai, Camila Cabello, Amber Heard, Aja Naomi King, Liya Kebede, Cindy Bruna, Soo Joo Park, Luma Grothe, and Nikolaj Coster Waldau.
