Partnering with Expo 2020 Dubai, L’Oréal Paris strengthens its commitment to women & unveils a new concept beauty store.

Expo 2020 Dubai is the first World Expo to take place in the Middle East, Africa, and South Asia region with a record 192 countries participating. On this global stage, L’Oréal Paris hopes to demonstrate our longstanding desire to help women achieve their full potential through three activations focused on Stand Up Against Street Harassment—a training program that helps prevent street harassment and build safe, inclusive spaces for all, powered by L'Oréal Paris with NGO Hollaback!

“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 partner of Expo 2020 Dubai, we will accelerate our efforts to raise awareness on street harassment, sharing the 5D's methodology on a global scale. This is the key to give women the confidence and power to walk freely toward their destiny.”

Delphine Viguier-Hovasse, Global Brand President, L’Oréal Paris

They say that actions speaks louder than words. For us, this goes without saying. To reinforce and extend our commitment to women, on September 28^th, L’Oréal Paris took over the Burj Khalifa, the tallest building in the world. The Burj Khalifa was used as a gauge to reveal the percentage of women having experienced sexual harassment and “stand up together, stand up higher to elevate the world we live in.”

As well as raising awareness, we are taking the Stand Up training program further to reach more women, and also men. On October 5^th, L’Oréal Paris and our international spokespeople hosted the largest ever Stand Up training session at the Dubai Millennium Amphitheatre. Eva Longoria will also be leading a training session on December 12 alongside local celebrities.

But that won’t be the last you will be hearing from Stand Up. It is just the beginning of a movement to help women create and occupy the spaces they deserve.

The Stand Up program is just one of the many ways we are committed to ambitious change. The desire to pioneer science and empower women has driven the brand’s growth since being launched. A state of mind summed up by the iconic tagline, “Because We’re Worth It”, for the last 50 years. To celebrate this key anniversary and the brand’s Parisian heritage, L’Oréal Paris unveiled La Maison L’Oréal Paris beauty concept store at Expo Dubai 2020. The 400m2 flagship is showcasing our product and service innovations through exciting new store experiences. As well as embodying our sustainability ambitions—for example, most of the furniture will be reused after the event.

At Dubai 2020 Expo, we hope to create spaces, awareness, and momentum to bring about positive change. Gathering attendees from around the globe, this event is an ideal opportunity to reach as many women as possible.