L’Oréal Paris, a beauty brand, has unveiled the latest chapter of its global Lessons of Worth series with a powerful new digital film starring long-standing brand ambassador Aishwarya Rai Bachchan. Continuing a legacy of over 50 years, the campaign upholds the brand’s iconic message of championing self-worth with the timeless tagline, Because I’m worth it.
In the film, Aishwarya addresses the growing influence of social media on personal worth, cautioning against allowing likes, comments, and online validation to define self-worth. Her message urges viewers to shift the measure of their worth from external approval to internal conviction, to look within, say it aloud, and truly believe that They are worth it.
The Lessons of Worth series reflects L’Oréal Paris’s continued commitment to tackling the evolving challenges faced by women in today’s digital world. By amplifying authentic ambassador voices, the campaign addresses themes of self-confidence, resilience, and individuality, while challenging restrictive beauty standards and definitions of success.
“Today, a large percentage of Indian women’s self-worth is negatively impacted by social media. Aishwarya Rai Bachchan's powerful edition of the iconic ‘Lessons of Worth’ series addresses this issue,” says Dario Zizzi, General Manager, L’Oréal Paris India. “In her testimonial, she calls upon all Indian women to believe in their self-worth regardless of the pressures of social media and social validation. This campaign is a powerful step in our constant endeavour to partner with Indian women on their journey of self-worth.”
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 – Because You’re Worth It- 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 CosterWaldau, 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.
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