McCann and L’Oréal Launch ‘Lessons of Worth‘

01 June 2020


Actress and activist Viola Davis was filmed in January as part of the “Lessons of Worth” series from L’Oréal Paris that aims to give more meaning to our brand’s “Worth it” tagline.

Since the onset of the current crisis and the mandate for self-isolation, L’Oréal wanted to make sure consumers still have a desire to feel connected. Viola’s spoken word is meant to give a deeper meaning to self-worth, because women should never doubt themselves, especially now.

“’I’m Worth It’ is a tagline that reminds us all that words matter. Not only the ones we hear, but more important, the ones we say to ourselves,” said Delphine Viguier, Worldwide President of L’Oréal Paris.

“There is something human and honest about understanding that beauty is personal. Empowerment has always been part of L’Oréal Paris; being a positive external voice for all women is essential. Hearing that one is beautiful is a start, but believing that you are—knowing that you have value and worth—is real power, “ says Charlotte Franceries, Global President of McCann Beauty Team.

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