Middle East
Lessons of Worth: L’Oréal Paris Celebrates Self-esteem and Women’s Empowerment
Because we’re all worth it!
Beauty is deeply embedded in L’Oréal Paris’ DNA. As part of the Lessons of Worth campaign, the brand is celebrating women’s empowerment.
L’Oréal Paris’ ambassadors get behind the campaign to spread the word
L’Oréal Paris’ message is a call for women to believe in their self-worth and recognize their innate value both as women and as individuals. To spread the word more powerfully than ever before, the brand has enlisted the help of its ambassadors. In testimonials, they talk about how the tagline’s words have empowered them. Two years ago, actress Viola Davis was the face of the campaign. L’Oréal Paris is sharing a new series of inspirational testimonials from spokespersons including Kate Winslet, Liya Kebede, Nikolaj Coster-Waldau, Camila Cabello, Yseult, Leila Bekhti, Bebe Vio, Nidhi Sunil, Helen Mirren, Jane Fonda, Eva Longoria and Andie MacDowell. They explain what the tagline means to them and call on women everywhere to do likewise.
“As we all walk through the world, we can show up for each other, whatever our differences, because in unity and with acceptance we can be greater together. So let’s lean on one another, celebrate each other, and know that being authentically you is all that matters.”
Kate Winslet
An ode to self-esteem for women everywhere
Coined in 1971 by Ilon Specht, a 23-year-old female copywriter, L’Oréal Paris’ tagline embodies the brand’s daring spirit and commitment to women. The first tagline to celebrate beauty in all its diversity and to be presented by a woman’s voice, “Because I’m worth it” has travelled around the world in the last half-century. It exemplifies L’Oréal Paris’ vision of beauty as something universal and inclusive, embracing all cultures and identities. The brand’s spokespersons personify this vision.
“We wanted to create a spirit of sisterhood and unit our global family of inspirational spokespeople to convey strong messages on self-worth to all women. Our spokespeople share how they have gained strength, courage and confidence through their personal exQuote periences, and provide inspiring and uplifting stories that women can relate to.”
Delphine Viguier, L’Oréal Paris Global Brand President
