In a central celebration of Pride Week, L'Oréal Israel provided exclusive sponsorship for Offer Nissim's Pride concert, which took place in Yarkon Park. This is the first time the leading beauty group has provided exclusive sponsorship for such a significant event, under the concept "LET THE BEAT GLOW ON".
The sponsorship reflects the unique connection between the worlds of beauty and music and emphasizes L'Oréal Israel's deep commitment to the values of equality, diversity, and inclusion. The company chose to join the event out of the belief that "beauty unites people and communities, and empowers the human spirit and the freedom to be who you are."
According to the company, the event serves as "an exceptional platform to celebrate the individual within the collective, and to bring the message of beauty to a broad and diverse audience, while creating an unforgettable experience."
Four Unique Pop-Up Areas
As part of the event, L'Oréal Israel set up four branded and unique pop-up areas, each 25 square meters in size, which brought the concept to life. The areas included a space for Yves Saint Laurent, Maybelline New York, Kiehl’s, and L’Oréal Professionnel.
The pop-ups offered visitors an immersive and interactive experience, featuring selected product showcases and exclusive offers. In all the areas, gifts and specially sized products were distributed to complete the beauty and pampering experience.
L'Oréal Israel emphasized that the company is "proud to be part of this celebration, which empowers the human spirit and the freedom to be who you are, and invites everyone to celebrate beauty, music, and pride."
The exclusive sponsorship is yet another testament to the growing trend of major Israeli companies publicly expressing support for the LGBTQ+ community and the values of inclusion and diversity, while integrating these messages into their advertising and branding strategies.