L’Oréal Paris hosted Worth It Night by the Huangpu riverfront in Shanghai on April 18. Leading female figures from diverse backgrounds and industries attended a cross-disciplinary discussion around the brand slogan “I’m Worth It” and celebrated moments of worthiness.
The event was part of a wider campaign spanning online and offline activations in China and globally. In this latest partnership feature, Jing Daily looks at how L’Oréal Paris is interpreting “I’m Worth It” from a modern perspective and why it’s resonating among young women in China today.
Legendary tagline#
When it comes to brand slogans, L’Oréal Paris’ “I’m Worth It” is among the most enduring and powerful in modern marketing history. Coined in 1973 by Ilon Specht, a 23-year-old ad agency copywriter, in a fit of pique when her male boss altered the wording of a L’Oréal hair dye commercial with a patriarchal slant, the catchphrase became a rally cry for female empowerment over more than half a century and has been translated into 40 languages.
Beyond the deceptively simple message encouraging women of various skin colors, ages, and backgrounds to embrace themselves fearlessly and forge ahead, the success of the slogan lies in how the cosmetics brand has portrayed the feminist message as relevant to generations of women amid society’s evolution.
Reimagining the ‘Worth It’ spirit#
For the online and offline events, L’Oréal Paris invited 100 women to interpret the spirit of “I'm Worth It” with their own stories. From brand spokespeople to ordinary consumers, the women spanned different careers and ages, but all were skilled professionals who possessed a sense of worthiness. Their diverse personal stories and qualities formed the foundation of the online and offline campaigns, injecting new meaning into the historic tagline.
Making her debut as L’Oréal’s new brand ambassador at the event was Chinese actress Tang Yan, who shared the personal story behind her career accolades. Hand-in-hand with Tang and providing another generational perspective was 86-year-old actress Wu Yanshu, who encouraged women to “boldly embrace the infinite possibilities of life at any age.”
Also taking part in the evening’s panel discussion were renowned sociologist Li Yinhe; debater and lawyer Zhan Qingyun; war reporter, director, and writer Zhou Yijun; and top livestreamer Zhu Wangwang. Ma Xiaoyu, Deputy CEO of L'Oréal China, and Zong Guoning, Brand General Manager of L'Oréal Paris, who have worked at L’Oréal Group for 27 and 20 years, respectively, shared their experiences. Their presence also highlights the strong female representation within L’Oréal’s corporate ranks in China.
Among the empowering presentations, lawyer Zhan Qingyun shared her views that “worth it” isn’t a measure of external wealth or talent but is purely related to the recognition and affirmation of self-worth. “You don't have to be 120% ready to feel like you're ready. Use the reminder that ‘I’m worth it’ to act,” Zhan advised attendees.
L’Oréal Paris also launched an online campaign on Xiaohongshu inviting followers to share their own stories. As well as generating social buzz and cultural connections, the message from the brand was that every woman has her own worth, regardless of age, job or status.
Among the Xiaohongshu videos and messages, user Winnie Wen recounted her growth over 10 years, from a 20-year-old battling feelings of inferiority and work pressures to achieving her dream of buying her parents a home and opening a dance studio. LuluMusicLife recounted her struggle through gender discrimination and doubt to eventually succeed in performing a concerto by Florence Price, a composer who also overcame hardship to prove her self-worth.
The feedback resulted in a native and authentic campaign that involved leaders, KOLs, and consumers alike. Their various contributions gave the slogan fresh perspectives.
By encouraging more young people to engage with the topic and develop an empowered female community, the modern meaning of “I’m Worth It” was further amplified.
Pioneering social responsibility#
L’Oréal Paris’ focus on female empowerment has evolved over the decades beyond mere marketing strategy to become an intrinsic part of the brand’s identity and social responsibility.
Extending its 26-year partnership with the Cannes Film Festival, the brand established the annual Lights on Women award in 2021, which gives recognition and financial support to a promising female short-film director and advocates for women filmmakers.
Meanwhile, its global “Stand Up” project works to protect vulnerable women in the community. During Women’s Day in 2023, the brand launched a China-focused anti-harassment initiative called 36 Strategies, which offered online and offline anti-harassment training and provided a practical guide for sexual harassment scenarios that women may experience.
Despite the challenging market, L’Oréal Paris sales achieved double-digit growth in Q1 2024. As brands battle for the attention of the increasingly influential female consumer segment, L’Oréal Paris’ long-term insistence on caring for women's development and mental health, investing in their careers, and ensuring that they can advocate for themselves has helped it build deep emotional connections with consumers.