Advertising Creative Digital Featured Marketing Media The Work

posted on Jun. 11, 2025 at 3:15 pmJun 11, 2025

L’Oréal Paris redefines ‘Sit Al Bait’ in empowering Middle East campaign

posted on Jun. 11, 2025 at 3:15 pmJun 11, 2025

L’Oréal Paris celebrates the evolving role of women with with its new campaign titled Sit Al Bait, Arabic for 'Woman of the House', reframing the traditional idea of a housewife into a title of pride, leadership and self-worth.

L’Oréal Paris

L’Oréal Paris, in collaboration with FP7 McCann Dubai, McCann Paris, and Current Global MENAT, has launched a new campaign under its Women of Worth platform — rolling out across the Middle East.

Rooted in cultural nuances of the region, the 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. Further activations are planned to continue building on the long-term vision behind Sit Al Bait. The hero film features actress Yasmine Sabri and actres

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:arabic Aseel Omran Christian Bou Khalil Current Global FP7 McCann Dubai FP7/McCann MENAT L'oreal L'Oreal Paris Manar Munjed Abdulla Sit Al Bait Women of the House Women of Worth Yasmine Sabri

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.