Are you worth it? Well, L’Oréal Paris certainly hopes so and in an effort to tap into International Boost Self-Esteem Month, the beauty company is launching a new “star-studded” digital campaign in which celebrities “get real about self-worth”.
The latest activity is a follow-up to a 2020 campaign, devised by McCann Paris, in which the actress Viola Davis spoke directly to the camera, delivering a “searing and powerful” two-minute video inviting us to reconsider the phrase “Because I’m worth it”.
The video, published simultaneously on social media by both L’Oréal Paris and Viola Davis herself, was watched more than 9 million times. It was the first in a series of episodes entitled Lessons of Worth, and was followed by videos starring Jane Fonda, Aja Naomi King and Eva Longoria in which each brand ambassador took a personal look at the tagline, women’s empowerment, and self-worth.
The latest impressive line-up includes 11 more brand ambassadors – Liya Kebede, Kate Winslet, Camila Cabello, Yseult, Leila Bekhti, Nidhi Sunil, Helen Mirren, Andie Macdowell, Bebe Vio, H.E.R. and even a bloke, Nikolaj Coster-Waldau – who all give their take on the phrase and their definition of self-worth.
The campaign kicked off this week with a teaser video, with the series being posted on L’Oréal Paris’ social media outlets (Instagram, LinkedIn, Twitter, YouTube and Facebook) and shared with the hashtags #LOrealParis #LOrealParisFamily #LessonOfWorth #WorthIt.
It is claimed that each episode was filmed in one take with no editing, and is designed to the reaffirm both the history and the legacy of the brand and its mission to “empower every woman to realise her ambitions and her desires by giving her the place she deserves in society”.
So, what is the consensus around the Decision Marketing office?
So, is it worth watching? Well, if you like psychobabble it’s marvellous. If you like viewing celebrities spouting on about”self-worth” and “empowerment”, it’s even better. For everyone else, frankly it’s self-indulgent nonsense with added make-up.
God bless ’em, they are trying. Very trying.
Decision Marketing Adometer: A “definitely one for wokes” 5 out of 10
