Christine Burke, L’Oréal International Media Director for the L’Oréal Group, in Dubai for Expo 2020. Image: @chrissy_burke.

If you’ve wondered why the United Arab Emirates (UAE) is the world’s most vaccinated country against Covid-19, look no further than last week’s official opening of Expo 2020 in Dubai.

The first world expo to be located in the Middle East, Africa and South Asia, 192 countries, including Australia, will be hanging out their shingles in major pavilions to showcase their products and services to millions of visitors.

L’Oréal is the official beauty products and services partner for the six month-long event which opened on Friday and will run until March 31 next year.

The over-arching theme of Expo 2020 Dubai is – Connecting Minds, Creating the Future – and L’Oréal will be emphasising its corporate social responsibility, sustainability efforts and long-term support of women’s equality, as well as its latest product innovations and technological advances.

L’Oréal’s strong presence was underlined on September 28, when the French multinational lit up the Burj Khalifa, the world’s tallest building, inviting the world’s media and Expo attendees to its three major Stand Up Against Street Harassment events. A global campaign which aims to reach one million people around the world.

Garnier also launched its global education campaign. Part of a four-year initiative to reduce the environmental impact of the best-selling brand’s entire value chain and encourage more than 250 million consumers to adopt a greener lifestyle.

The La Maison L’Oréal Paris Beauty Concept Store in the Opportunity district will highlight the  mission of the world’s biggest-selling single beauty brand to empower women through its famous – Because You’re Worth It – tagline which celebrates its 50th anniversary next month.

Kiehl’s customers have helped the prestige natural brand to re-cycle over 11.2 million products globally over the past 10 years. The US apothecary favourite is hosting a boutique in the Jubilee district to promote its latest innovations. Highlights include private consultations featuring Derma-Reader skin technology, pre-launch exclusives and refilling stations.

L’Oréal was one of the seven 2021 Best of Beauty Breakthrough Award winners announced last month by Allure, the prestigious US beauty magazine. The multinational’s Water Saver is an in-salon device that provides strong water pressure while washing hair using less water.

The L’Oréal Professional Products division is hosting The Hair Stylists for the Future salon, which has a strong focus on the sustainable transformation of professional haircare from sourcing to products and saving water.

The French beauty giant will also have a major foothold in the spectacular French pavilion and will hold a major event close to the end of Expo 2020 Dubai from March 4 to 17 to promote gender equality for women.

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