Advertising Creative Digital Digital Marketing Media Social The Work Video

posted on Aug. 18, 2025 at 9:10 amAug 22, 2025

LPS weds cinematic craft with short-form vertical videos for FEM campaign

posted on Aug. 18, 2025 at 9:10 amAug 22, 2025

With a specific focus on connecting with younger Arab women in the GCC region, Dabur's FEM Arabia picked LPS for a digital-first rollout, led by a vertical-format music video, influencer-driven content and social media activations.

FEM Arabia Dabur LPS Brands campaign

Dabur International’s FEM Arabia, in collaboration with LPS Brands, has revealed details of its FEM campaign to build awareness and engagement around the new packaging launch of the Dabur FEM Hair Removal Cream (HRC).

With a specific focus on connecting with younger Arab women across the GCC region, the FEM campaign leaned into a digital-first rollout, led by a vertical-format music video, influencer-driven content and targeted social media activations.

Select below the line (BTL) activities were also executed at key retail outlets to drive in-store visibility. Visually, the campaign leaned into showcasing the refreshed look of the FEM HRC packaging, marrying cinematic craft with short-form v

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:Alexa 35 Arab women below the line activations BTL cinematic craft cinematic video concept Dabur Dabur FEM HRC Dabur International Director DOP execution FEM Arabia FEM HRC packaging GCC region hair removal cream Inﬂuencer marketing influencer-driven content LPS brands Production social media activations vertical format video vertical Trinity rig

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.