NBA and Israel national basketball team star, cultural icon Deni Avdija, has been chosen to lead the new campaign for the men’s facial care brand, L’Oréal Men Expert. As part of the new campaign, and the first starring him, Deni Avdija will promote the brand’s flagship series, HYDRA ENERGETIC, which includes moisturizing and cleansing products for men, designed to combat facial skin fatigue and maintain a fresh, vital, and energetic appearance. Just like Deni.
The choice of the young basketball player symbolizes the brand’s commitment to empowering men, raising their awareness of personal care, and offering a contemporary interpretation of modern masculinity. The collaboration with Avdija represents the aspiration to connect the world of men’s grooming with values of excellence, natural charisma, and self-confidence — which Avdija embodies in an authentic and inspiring way.
“I’m proud to collaborate on this campaign and lead L’Oréal’s activity in Israel,” says Deni Avdija. “The connection with the brand felt natural from the very first moment, aligning with my lifestyle and values that are close to my heart as a person and as an athlete. It’s a great privilege for me to take part in an initiative that brings a message of self-awareness, professionalism, and innovation.”
The campaign will launch at the beginning of September, as part of a broad effort to promote the brand and educate the male grooming market. It will include a variety of platforms: Digital advertising, outdoor signage across the country, a social media campaign, and advertising at points of sale. The central message is maintaining a simple and effective grooming routine, even for busy men with packed schedules.