Two years ago, L’Oréal Paris launched a series of videos with McCann Paris that reexamine its tagline “because I’m worth it” through inspirational examinations of self-worth from famous women. Now, the beauty brand recruits eleven new celebrity ambassadors—including its first man—to share their messages.
The “Lessons of Worth” campaign has featured powerful expressions of empowerment from Hollywood icons such as Viola Davis and Eva Longoria. The videos are simple—just a plain backdrop, filmed in a single take without any editing. The spokespeople each speak directly to the camera as if giving each viewer an intimate pep talk.
Along with Davis and Longoria, the campaign has already featured Jane Fonda and Aja Naomi King. The new round of stars include actors Kate Winslet, Helen Mirren, Andie Macdowell, Leila Bekhti; music stars Camila Cabello, Yseult and H.E.R.; fashion models Liya Kebede and Nidhi Sunil, athlete Bebe Vio—as well as one man, "Game of Thrones" actor Nikolaj Coster-Waldau, each with a unique take on L’Oréal’s tagline.
Winslet’s speech dives into the real woman behind the lights and makeup that always accompany an A-list star. “I’m sure you’re probably thinking, ‘Well, that’s easy for her to say,’” she says. Winslet compares beauty to a superpower, but rather than referring to the mask that makeup can create, the actress’s point is that self-worth is found in vulnerability and loving what’s beneath the products.
“We’ve all got things that we criticize in ourselves and that we sometimes want to change or compare to others,” says Winslet as she wipes off her makeup. “But all of those things make us exactly who we are. And perhaps as we all walk through the world, we can show up for each other without judgment.”
In another video, singer Camila Cabello addresses the negative thoughts that can creep up and consume one’s mental health. “That voice can always find something, some insecurity…and use it to try and bring me down,” she says. But that’s when she reflects on the positives in her life to let her own worth outshine the negative. That hope “helps me accept my flaws and my weaknesses and see them as opportunities for growth. It helps me get up when I fall down and forgive myself when I go wrong,” says the performer.
Finally, L’Oréal took a unique approach to the multi-year project by tapping its first male brand spokesperson for the campaign, “Game of Thrones” actor Nikolaj Coster-Waldau. While L’Oréal’s “Lessons of Worth” platform has traditionally focused on empowering women through female spokespeople, Coster-Waldau flips the script with a message for men about finding their own worth through empowering the women around them.
“I grew up in a world that was already designed to make me feel worth it,” he says. “But at some point, you’ve got to ask yourself: are we?”
The actor deliberates on the role of men in discrimination against women. He wonders if men who fail to stand against harassment or unequal pay are "still worth it."
“We’re worth it when we acknowledge male privilege,” he concludes. “When we stand up and speak up and show solidarity. We’re worth it when we realize equality isn’t a sacrifice, it benefits everybody.”
Over the course of February, or “International Boost Self-Esteem Month,” L’Oréal has released the series across its social channels using the hashtags “#LOrealParis,” “#LOrealParisFamily,” “#LessonOfWorth” and “#WorthIt.”