L’Oréal Paris has launched a new initiative titled “It’s Okay, Every Step is Worth It,” reinterpreting its iconic slogan “I Am Worth It,” which was first introduced in 1971 to promote female empowerment. The campaign features collaborations with 14 podcasts and three short films, starring brand ambassadors Gong Li, Tiffany Tang, and Zhong Chuxi, who share personal stories to highlight the evolving significance of the slogan. On February 26, the brand will also host a livestreaming event on Weibo and Xiaohongshu called “Listen to the Night of Worth,” where users can hear more stories centered around the theme of self-worth.