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Campaign ME
6 days ago
- Entertainment
- Campaign ME
Campaign Middle East's Work picks from June
Every month, Campaign Middle East selects a collection of 'Work' to display in its monthly issue. The same selection then gets offered to industry professionals for their review in Campaign's Private View section for the following month. These are the picks from June – featuring work from The LEGO Group, dubizzle, NYX Professional Makeup, Himalaya and L'Oréal Paris. The LEGO Group: Build It With Him This Father's Day, the LEGO Group inspired families across the UAE to rethink gifting traditions with this regionally tailored campaign – a creative call to action that invited parents and children to connect through the joy of LEGO play. The campaign was developed in collaboration with Publicis Middle East, which led on creative, and MSL Middle East, which led on strategy, insights and earned amplification. The work ran across the LEGO Group's social channels and an in-store activation at the LEGO Store at Mall of The Emirates. Agencies: Publicis Middle East; MSL Middle East Dubizzle: Everyone Is On dubizzle To celebrate its 20th anniversary, dubizzle launched a witty two-part campaign that champions the platform's status in the UAE's property and car marketplaces. Rolled out across a full 360-degree marketing push, the campaign features two humour-laced films that bring to life a familiar scenario: the struggle to buy or sell – until dubizzle enters the picture. Apart from making audiences laugh, the anniversary campaign is also meant to highlight the platform's legacy and role in people's lives across two decades. Leaning heavily into brand rather than performance, the campaign has been rolled out across digital, social, radio, PR, video, platform assets and out-of-home (OOH) channels. Agency: Born28 NYX Professional Makeup: The Face Glue This out-of-home (OOH) takeover of Dubai features a star from the Dubai Bling reality television show in Dubai: Safa Siddiqui. The takeover was inspired by a comment left by a user on the initial OOH installment: 'Safa, a billboard isn't enough. I want that entire road stamped with you, that's when I know I'm in Dubai.' One fan's cheeky remark became the spark for a citywide takeover. The campaign also includes a reality TV format digital-first installment which features Love is Blind Habibi cast member Dounia Al Ibrahim. Combined with influencer partnerships on social media, the campaign gained more than 200 million impressions across the Middle East. Agencies: Brandizer, Wavemaker, Hypermedia – a subsidiary of W Group Holding, and Qraft Himalaya: We Know Pimples Himalaya Neem Face Wash, a staple in the skincare routines of young consumers across the region, is shifting gears in its latest campaign to speak more directly to Generation Alpha. The campaign's creative tone is deliberately understated, using humour and familiarity rather than a heavy-handed sales message. Spot titles such as 'The GOAT of pimple-free skin is here for the win!' and 'Now unboxing: Main Character Energy!' reflect this light-touch approach. The campaign aims to maintain the brand's presence among new skincare users without overplaying its legacy or talking down to its audience, and without forcing the brand into unfamiliar territory. Agency: Amber Communications Production house: Company Films L'Oréal Paris: Sit Al Bait This campaign builds on L'Oréal's long-standing commitment to women's empowerment – while challenging the language that continues to shape female identity in the region. The campaign's out-of-home presence debuted in Beirut, with upcoming rollouts in Riyadh, Dubai, and across the region. The hero film features actresses Yasmine Sabri and Aseel Omran, standing shoulder-to-shoulder with women across the region. They take to the streets, displaying the power of words, including two missing Arabic letters, 'al' that transform the meaning of the words 'sit bait' (housewife) into 'sit al bait' (woman of the house), rewriting the narrative, and restoring value to the unseen labour of women. Agency FP7 McCann Dubai, McCann Paris, Current Global MENAT
Daily Record
30-05-2025
- Entertainment
- Daily Record
Alison Hammond hails this 'hydrating' and 'plumping' primer that costs under £11
The beloved This Morning host recently sung the praises of this high street beauty buy. Beauty fans will agree that's there's not much worse than perfecting a makeup look, just for it not to last throughout the day. That's why a primer can be the star of a skincare routine. One that has earned a bit of a cult reputation recently is Maybelline's Grippy Serum Makeup Primer that is said to provide grip for "up to 24 hours". It's so popular that Alison Hammond recently sung its praises. The host of This Morning recently collaborated with the high street brand, wearing the primer to highlight how it remains "plumping" and "hydrating" in multiple scenarios such as at the gym, out clubbing and more. What's more, is that the high street beauty buy is seriously affordable, with a 30ml costing just £10.80 on Amazon, while Superdrug and Boots offer it for £10.99. Unlike other primers on the market, Maybelline's uses a serum-like dropper to provide an "ultra blendable" formula and a serum-to-grip technology that works within 20 seconds of application. Maybelline Grippy Serum Makeup Primer, 30ml £10.80 Amazon Buy here Product Description Formulated with two percent niacinamide, it grips to your makeup, offering a long-lasting look that is said to never feel cakey or heavy on the skin thanks to the "24 hours worth of hydration." Maybelline isn't the only brand to offer a long-lasting grip, as NYX's The Face Glue, which is on offer at Lookfantastic for £7.19, is also said to offer "24 hours worth of hydration and wear." It's not just high street brands, as many luxury beauty fans have also raved over the £40 Charlotte Tilbury Wonderglow that has been designed to leave the skin looking "radiant" and "dewy." Meanwhile, it's not just Alison that is a fan of the Maybelline Serum Primer, as it has amassed a 4.7 rating based on hundreds of reviews on the makeup brand's website, with reviews saying it makes their skin look "glowy" and "flawless." Join the Daily Record WhatsApp community! Get the latest news sent straight to your messages by joining our WhatsApp community today. You'll receive daily updates on breaking news as well as the top headlines across Scotland. No one will be able to see who is signed up and no one can send messages except the Daily Record team. All you have to do is click here if you're on mobile, select 'Join Community' and you're in! If you're on a desktop, simply scan the QR code above with your phone and click 'Join Community'. We also treat our community members to special offers, promotions, and adverts from us and our partners. If you don't like our community, you can check out any time you like. To leave our community click on the name at the top of your screen and choose 'exit group'. If you're curious, you can read our Privacy Notice. One five-star review read: "This is an amazing primer and makes you make look flawless and doesn't feel greasy at all. I really recommend this primer if you are looking for one that is not greasy and light weight on the face. So good!" Someone else remarked on its holding power by saying: "This is no joke when it says grippy it means grippy. This product not only grippy but it helps your makeup stay on 24/hrs." While another beauty buff wrote: "Love it!! Foundation sticks perfectly without looking cakey or patchy. Also it lasted pretty well and helped my skin look more glowy. It comes in a glass container and for the price you can't beat it!" Beauty deal of the week Perfume fans will be keen to hear about a deal we have just spotted at Boots. Those looking for something "timeless" and "distinctive" might already have Givenchy's Amarige Eau de Toilette on their radar. A favourite since the early 90s, it's got a bit of a cult reputation. Even better, Boots has just dropped the cost of a large 100ml from £109 to just £54.50, allowing shoppers to save an impressive 50 percent off a beloved perfume. Its scent makes up a "beautiful bouquet of white flowers", with top notes of tangerine, violet and rosewood being mixed with heart notes of gardenia, mimosa, red fruits and ylang-ylang. The scent then finishes on "vibrant yet muted" base notes of ambergris, precious woods, musks and vanilla. The bottle, which was designed by perfume legend Pierre Dinand, takes inspiration from the ruffles sleeves of a Bettina Blouse designed by Givenchy. One shopper who is a devoted fan wrote: "One five-star review read: "I bought this on offer at Boots, it was around £30 cheaper than anywhere else! It has an amazing timeless distinctive scent must be tried!" A second loyal fan said: "The best perfume of all times! So classy! I'm glad it is back for it has been my signature perfume for more than a decade. Intense. Long lasting. Amazing. Complements galore!" Shop Boots' half-price deal on the Givenchy Amarige Eau de Toilette (50ml) here. Some users have reported noticing a "sticky" or "tacky" residue being left on the skin, with one three-star review reading: "This primer grips extremely well but I feel like it leaves that sticky residue. Also creates texture on my face which I don't usually get with any other primers/without. For eye lid primer this would be great." Although, others have preferred the formula as it helps their makeup to last, as one said in response: "This is hands down the best drugstore primer I have ever used. I am typically not a fan of this sticky consistency but I can't say enough good things about it. It absorbs so well and makes my makeup stay twice as long. So good!!" And another fan of the primer wrote: "Lightweight texture, sinks in quickly and makes makeup smooth on seamlessly. It doesn't pill, it's hydrating but not thick or sticky. I like how it also benefits the skin, it contains niacinamide so is hydrating and adds a layer of protection between the skin and makeup."
