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L’Oréal Paris Unveils 3 New 'Lessons of Worth' for International Women's Day


McCann Paris campaign sees Luma Grothe, Jaha Dukureh and Elle Fanning share how they embrace self worth

L’Oréal Paris Unveils 3 New 'Lessons of Worth' for International Women's Day

Building on the success of the first series of Lessons of Worth – with nine million views on the episode featuring Viola Davis – L’Oréal Paris and McCann Paris unveiled three new 'lessons' for International Women’s Day. In this series, Luma Grothe, Jaha Dukureh and Elle Fanning talk with emotion and authenticity about their path, their doubts, how they fight against judgmental behaviours and the importance of embracing self-worth.

The Lessons of Worth, an original format created by McCann Paris, became iconic as they underline the value of self-confidence. For the third year in a row, ambassadors of L’Oréal Paris tell their personal stories through moving testimonies on universal topics such as empowerment of women and self-worth.

As part of the International Women’s Day, a new series of Lessons of Worth has been released with L’Oréal Paris reminding the whole world of the power of these words 'Because I’m worth it' through the powerful voices of these three amazing women, Luma Grothe, Jaha Dukureh and Elle Fanning.

Chosen for their commitments and values, these three ambassadors in turn share their stories, successes, doubts, but also their fight against judgmental behaviours, and most importantly highlight their values.

“We imagined the Lessons of Worth with one founding creative principle: let women interpret the meaning of the brand’s signature 'Because I’m worth it' their way. These lessons are meant to be authentic – the raw format, in front of the camera without editing, is thought to highlight the testimony and the timeless strength of the speech”, said Julien Calot, chief creative officer, McCann Paris.

McCann Paris created this mini-series to recall the meaning of the brand’s iconic signature 'Because I’m worth it' and underline the unwavering faith in women’s power and intrinsic value.

“We are proud to share the new chapter of what has become a very meaningful project for both L’Oréal Paris and us. We released three new Lessons of Worth on March 8th, International Women’s Day. We believe that this day gives even more meaning to the messages of these videos, featuring actress Elle Fanning, Nobel prize candidate Jaha Dukureh, and model and activist Luma Grothe. Each one of them reveals her take on being a woman, from a wider cultural point of view, on social media, or simply  in the face of everyday misogyny. Through the voices of our ambassadors, we want to encourage everybody to build and reinforce their self-esteem, ”explained Julien Calot, chief creative officer, McCann Paris.

This international campaign was globally released on March 8, the International Women’s Day, and shared on social media with hashtags #LOrealParis #LOrealParisFamily #LessonOfWorth #WorthIt.


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McCann EMEA, Thu, 09 Mar 2023 11:44:32 GMT