L’Oréal and QMS get creative with new DOOH campaign for Kérastase
Digital outdoor media leader QMS has unveiled an innovative campaign for the global launch of L’Oréal’s new Kérastase Gloss Absolu hair care product, including the first 30-second full motion 3DOOH campaign in Australia.
The new Kérastase Gloss Absolu campaign was created by QMS’ in-house QUBE creative services team, working closely with the L’Oréal Australia team and media agency, Wavemaker.
The high-impact 3DOOH campaign is running on QMS’ iconic Emporium Melbourne digital large-format billboard, which attracts over 18 million visitors annually (to view the ad, please click here). Earlier this year, L’Oréal turned to the Emporium Melbourne billboard for Australia’s first programmatic high-impact 3DOOH campaign, featuring the global beauty brand Garnier Vitamin C Daily Tinted Fluid with SPF 50+.
Demonstrating further creative innovation, Kérastase has also launched new creative executions for Kérastase Gloss Absolu on QMS’ market-leading City of Sydney digital street furniture network, with panels that give the illusion of transparency.
QMS Chief Marketing Officer, Tennille Burt, said: “The Kérastase Gloss Absolu campaign is a powerful example of how we’re partnering with brands to push creative boundaries in digital out of home [DOOH].
“Delivering Australia’s first 30-second full motion 3DOOH campaign alongside unique transparent digital panels for this launch demonstrates the potential of DOOH to create truly captivating brand moments.
“Together with L’Oréal and Wavemaker, we’ve created a campaign that not only stands proudly on the global stage creatively, but drives real audience impact for this exceptional product,” she said.
Kérastase Gloss Absolu joins a growing list of brands including Mazda, Stan, Patties Foods’ Four’N Twenty pies, Asahi and L’Oréal’s Garnier that have leveraged the creative capabilities of the Emporium Melbourne super billboard, in the heart of one of Australia’s busiest retail precincts.
QMS is a leading digital outdoor media company, providing clients and agencies with dynamic and innovative advertising solutions, underpinned by the latest technological advancements and data insights. Connecting audiences through multiple touchpoints and customized data, we provide multi-platform engagement across our portfolio of premium landmark digital and traditional billboards, exclusive street furniture and airport locations. QMS is proud to be the official outdoor media partner of the Australian Olympic and Paralympic Teams for the Milano Cortina 2026 Winter Games. This multi-year partnership will see QMS and the Australian Olympic Committee, along with Paralympics Australia, work hand in hand as we engage, inspire, and unite Australians through the power and spirit of sport.