L’Oréal Paris invites women to share their failures on LinkedIn as a way to redefine success

The ‘Worth It Résumé,’ featuring a big celeb element, shows women’s paths to success are not always linear

Published On
Apr 12, 2024
L'Oreal Paris Eva Longoria ad

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Being a woman means there is constant, endless pressure to be perfect and a never-ending fear of failure. As America Ferrera captured well in her “Barbie” monologue, it’s a battle of constant criticism and a careful effort not to fall short.

But failure builds character, and it shouldn’t be so taboo. That’s why L’Oréal Paris’ latest campaign from McCann Paris aims to break down the stigma and fear of failure in womanhood. 

Launched on Tuesday, the “Worth It Résumé” campaign invites women to share stories of the setbacks they have experienced throughout their lives, highlighting how failures are a critical component of successful careers.

To kick off the campaign, a hero video depicts actress Eva Longoria sharing her own personal failures and putting them on her résumé via her LinkedIn profile. In the video, she shares how these moments were stepping stones to her success, effectively flipping the script on how a “successful career” can be achieved. 

 

The campaign, running on LinkedIn, was born from the insight that 81% of women feel more pressure not to fail than men, according to KPMG. The initiative aims to empower women by highlighting successful women who are willing to put their failures on display. 

“We want to change the narrative around failure, especially in the workplace, which is why LinkedIn was the perfect platform for the campaign,” said Charlotte Franceries, president and global businesses leader for L’Oréal at McCann Paris. “Whether you’re winning or losing, you’re worth it, and what you once thought was your worst defeat might actually lead you to your biggest win.”

In addition to Longoria, other L'Oréal spokeswomen including Andie MacDowell, Helen Mirren, Jane Fonda, Aja Naomi King and Kate Winslet. They will each share their own résumé of failures on LinkedIn, with details of their personal stories. 

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Other participants include notable female business leaders Reshma Saujani, CEO of Girls Who Code, Michelle Wong, CMO of Sprinkles, and leaders from McCann Worldgroup, including Singleton Beato, chief diversity and inclusion officer, and Michelle Tang, global chief growth officer. 

“For more than half a century, L’Oréal Paris has been relentless in its dedication to breaking down barriers that prevent women from asserting their self-worth. Inspired by the brand’s iconic tagline, ‘Because I’m Worth It,’ whose mission is to value self-confidence and give every woman the power to express their worth, the ‘Worth It Résumé’ aims to create a new definition of success,” said Delphine Viguier-Hovasse, global brand president at L’Oréal Paris. “It’s really a tribute to the challenges we all face that are in truth the stepping stones to success.”

Credits

Date
Apr 12, 2024
Client :
L'Oreal Paris
Client :
L'Oreal
Agency :
McCann Erickson-Paris
President :
Charlotte Franceries
CCO :
Julien Calot
ECD :
Cédric Astrella
Creative Director :
Axel Didon
Creative Director :
Joseph Dubruque
Creative Director :
Raphael Stein
Creative Director :
Anne-Sophie Guerin
Sr Copywriter :
Thomas Zukowski
Art Director :
Ting Fu
Motion Designer :
Etienne Philippe
Global Business Leader :
Anne-Sophie Carbo
Business Leader :
Matthieu Vieille
Account Director :
Eudes Jover
Account Manager :
Charline Mura
Creative Excellence Manager :
Alexandra Znaty
Creative Excellence Coordinator :
Veronique Leblanc
Associate Planning Director :
Shadi Razavi
Head of Digital :
Pierre-Jean Bernard
Head of Influence :
Johana Pallas
Influence Project Manager :
Manon Montagne
Content Maker :
Praveen Datchinamourtty
Head of Production Print :
Cathy Argaz
Head of Art Buying :
Caroline Delvincourt
Head of Production :
Thibault Blacque-Belair
Head of Post Production :
Martine Ferey Yussourou
Motion Designer :
Marion Alessandrini
Motion Designer :
Alexis Goldenberg
Global Creative Director :
Javier Campopiano
CCO :
Adrian Botan
Global Product Excellence Director :
Carmen Bistrian
Creative Excellence Manager :
Alice Reindlova
Associate Director Communication :
Meredith Luerssen
Global Director of Marketing Communications :
Scott Berwitz
SBP Global Director of Creative Excellence :
Ann-Christine Diaz
EVP :
Veena Raj
Account Director :
Hailey McDill
Sr Vice President :
Erin Kerr
Associate :
Reilly Romanko
Chief Communication Officer :
Anaka Kobzev
Chief Communication Officer :
Jessica Bayat
Global Brand President :
Delphine Viguier
President Consumer Products Division :
Alexis Perakis
Senior Vice President Global Image & Content :
Olivier Monteil
Executive Vice President Talent Partnerships :
Kimberley Kress
Vice President Celebrity Partnerships :
Tom Wentworth
Senior Director of Celebrity Partnerships :
Damien Choy Smith
Brand Spokesperson :
Aja Naomi King
Brand Spokesperson :
Eva Longoria
Brand Spokesperson :
Helen Mirren
Brand Spokesperson :
Andie Macdowell
Brand Spokesperson :
Jane Fonda
Business Lead :
Nicole Spinelli
Sound :
Capitaine Plouf
Sound Production :
Marie Albaladejo
Sound Production :
Nicolas Ghyselen
Sound :
Iconoclast
Sound Designer :
Leo Copet

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