6 October 2021 Business News


  • Stars joined on stage by Saudi Arabian singer Aseel Omran & Egyptian actress Mona Zaki
  • Hundreds participate in L’Oréal Paris’ largest ever Stand Up Against Street Harassment training session 
  • World’s No1 beauty brand reaffirms support for women’s empowerment on the 50th anniversary of its iconic ‘Because We’re Worth It’ brand tagline 

L’Oréal Paris and its international and local spokespeople Aja Naomi King, Aishwarya Rai, Aseel Omran and Mona Zaki have hosted hundreds of people at Dubai’s Expo for the largest ever training event for its Stand Up Against Street Harassment initiative.

Stand Up attempts to combat the intimidation that women across the world so frequently feel in public spaces. L’Oréal Paris have committed to train one million individuals in how to combat harassment by the end of 2021. 

It was developed with US NGO Hollaback! And uses the 5D’s methodology - Distract, Delegate, Document, Delay and Direct - to help both men and women to safely intervene if they witness or experience street harassment.

Stand Up is currently established in 19 countries. This event is the latest in a series of initiatives encouraging the public to join the movement by getting trained on www.standup-international.com in order to ensure safe and inclusive spaces for all.

The L’Oréal Paris brand has empowered women all over the world, both with state-of-the-art beauty products backed by the latest scientific advances, and through initiatives and partnerships to enhance dialogues around equal rights and self-esteem.

The number 1 beauty brand very recently lit up the Burj Khalifa, the tallest building in the world, with a showstopping projection empowering the public to #standup. 

L’Oréal Paris drew attention to the program during their catwalk event in the recent Paris Fashion Week and are disrupting the conventions of typical runway shows by using them to invite the public to join the Stand Up Against Street Harassment movement.

Delphine Viguier-Hovasse, Global Brand President, L’Oréal Paris, said “Thanks to this key momentum, our Stand Up Against Street Harassment program has accelerated its global implementation. Our only objective is to train the most people possible how to combat street harassment, to giving women the confidence and power to take the place they deserve in society and walk freely toward their destiny.”

Shot list: Dubai. UAE
1. Soundbites: Aja Naomi King, actress & L’Oréal Paris ambassador
2. Soundbite: Aishwarya Rai, model, actress & L’Oréal Paris ambassador
3. GVs:  Aja Naomi King & Aishwarya Rai
4. Soundbites: Julie Lalonde, anti-harassment trainer
5. GVs: the event
6. Video: L’Oréal Paris Stand Up initiative launch video
7. GVs: L’Oréal Paris Lighting Up of the Burj Khalifa with Stand Up messaging
8. Selection of L’Oréal Paris advertising: 1970-2020
6 October 2021