L'Oréal will be first advertiser as Piccadilly lights go back on

L'Oréal has signed a deal to be one of the first companies to be featured on the brand new Piccadilly Lights, the famous advertising screens at Piccadilly Circus, when they are switched back on this month.


The new screen will be switched back on this October - Photo: Landsec

L'Oréal will join five other advertisers at the London landmark, including Coca-Cola, Hyundai, Samsung and two further brands which are yet to be announced. 

The cosmetics brand will use the opportunity to advertise the range of 12 limited edition lipsticks designed by Olivier Rousteing as part of the L’Oréal Paris x Balmain Paris collaboration.

Located in one of London’s top tourist spots, the Piccadilly Lights are a globally-recognised advertising space. They were switched off in January for renovation work, and have been replaced with Europe’s largest single digital screen, which will retain the renowned curved shape and patchwork appearance.

Gayle Noah, Media Director at L’Oréal UK & Ireland said: “L’Oréal are looking forward to using the technologies available to showcase our brands through beautiful, innovative and impactful content on such an iconic London landmark. We are proud to be part of this new chapter in Digital Out of Home advertising.

“To support the #PiccadillyOn campaign we are delighted to sponsor the 12 shades of our L’Oréal Paris x Balmain Paris Color Riche Lipstick Collection.”

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