“Because I’m worth it”, the world’s leading beauty brand signature that’s just celebrated its 50th anniversary, was the first in the world to underline the value of self-worth. A strong message that deepens today with the “Lessons of Worth”: a series of powerful testimonials featuring the L’Oréal Paris spokespeople sharing what the iconic tagline means to them. In February 2022, for the International Boost Self-Esteem month, L’Oréal Paris unveils a new chapter in the series of poignant videos celebrating women’s empowerment.
THE “LESSONS OF WORTH”: AN ODE TO SELF-ESTEEM FOR ALL WOMEN AROUND THE WORLD
The series of inspirational testimonials started two years ago with a simple, raw two-minute video in which actress and activist Viola Davis, L’Oréal Paris spokesperson, spoke directly to the camera, delivering a searing, powerful Lesson of Worth inviting us to reconsider the phrase, “Because I’m worth it”. “You have reason and rarity. There is value in each and every one of us. Including you. » said Viola Davis in her Lesson of Worth. The video, published simultaneously on social media by both L’Oréal Paris and Viola Davis herself, was watched more than nine million times. It was the first in a series of episodes entitled “Lessons of Worth”, in which each brand ambassador takes a personal look at the iconic tagline, women’s empowerment, and self-worth.
“On the occasion of international boost self-esteem month, we wanted to create a spirit of sisterhood and unite 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 experiences, and provide inspiring and uplifting stories that women can relate to” says Delphine Viguier-Hovasse, L’Oréal Paris Global Brand President.
After videos featuring Viola Davis, Jane Fonda, Aja Naomi King, Eva Longoria, Mona Zaki, Aseel Omran eleven more of brand’s ambassadors (Liya Kebede, Kate Winslet, Nikolaj Coster-Waldau, Camila Cabello, Yseult, Leila Bekhti, Bebe Vio, Nidhi Sunil, Helen Mirren, Andie Macdowell and new spokesperson revelead by the end of January) give their take on the iconic tagline and their definition of self-worth in a month dedicated to boosting self-esteem around the world.
The digital campaign ran globally from the 2 to 26 February, during “International Boost Self-Esteem Month” and announced with a teaser video highlighting the power and diversity of the series and the iconic cast of individuals letting their guard down and get real about self-worth.
The series was posted on L’Oréal Paris social media (Instagram, LinkedIn, Twitter, YouTube and Facebook) and shared with the hashtags #LOrealParis #LOrealParisFamily #LessonOfWorth #WorthIt.