BackLite Media is currently hosting what it claims to be Huda Beauty’s first ever OOH campaign on one of its main collections of OOH offerings, The Triple Crown.

The advertising company said The Triple Crown is a popular choice for luxury OOH advertising in Dubai, making it the perfect location for amplifying Huda Kattan’s campaign.

Positioned on Sheikh Zayed Road, it offers unavoidable visibility to millions of daily commuters, ensuring the campaign reaches an affluent, diverse audience.

BackLite said The Triple Crown’s large, high-definition screens helped create a statement among Dubai’s residents and tourists, with the aim of complementing the campaign’s viral nature and elevating its prestige, hoping to align with Dubai’s premium and luxury brand ecosystem.

To position the campaign in a location where it would perform the best and deliver the highest ROI, BackLite claims it started the visualisation process by thoroughly understanding the campaign’s nature and the target audience.

“We identified the key objectives and demographics for the Easy Blur launch, and then recommended the best locations—like The Triple Crown—based on traffic data and audience fit,” said James Bicknell, CEO of BackLite Media.

“We also collaborated closely with the creative team, offering insights on adapting the artwork for maximum impact in an OOH format.
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This included advising on visual tweaks and adjustments to ensure the campaign was appealing and highly engaging for both daytime and nighttime commuters. This holistic approach ensured the campaign was perfectly tailored for OOH, creating a seamless transition from online to offline engagement,” Bicknell said.

The Easy Blur product line, launched earlier this month, has sparked a lot of chatter. It boldly features the brand’s founder, Huda Kattan, in a before-and-after setting to prove the product works like a filter.

Huda Beauty has previously stuck to social media and influencer marketing to promote its new products. According to BackLite, the significance of choosing a luxury OOH format to advertise the brand enhances the campaign’s perceived status as it fuels and association with other top-tier brands. Therefore, it aims to make it more appealing to a discerning audience.

BackLite claims the combination of strategic location and premium context helps the campaign stand out in a competitive market, amplifying its impact and driving consumer action.

Huda Beauty also unveiled a redesign of its logo earlier this year, which was rolled out with its best-selling Easy Bake Loose Powder. The rebrand was introduced in a YouTube video on Huda Beauty’s channel, where Kattan gave viewers a behind-the-scenes look into the strategy and process of the rebrand.

“This is an opportunity for us to really define who we are as a brand, who we are in the industry,” Kattan said about the rebrand in a recording of a meeting shown in the reveal video.

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