L'Oréal Paris invites Chinese consumers to reimagine historic brand slogan

L'Oréal Paris China has partnered with McCann China to invite celebrities including Gong Li, Tiffany Tang, Ju Xiaowen, Naran, alongside llon Specht, the former McCann copywriter who coined the legendary tagline "I’M WORTH IT" in 1971, to narrate the story behind this iconic slogan from its inception to the present day. 

The brand slogan “I’M WORTH IT” was born in the 1970s and has existed for over half a century. The slogan has become the brand’s rallying call for breaking stereotypes about women worldwide.  

The campaign also includes the participation of several everyday Chinese women who share the fresh significance they have infused into "I’M WORTH IT". 

The campaign consists of a series of posters and short films, which will be released sequentially, with the hope that everyone who comes across them will feel empowered and encouraged by L'Oréal Paris, continuously creating new meanings for "I’M WORTH IT". 

Lily Li, L'Oréal Paris China DMI general manager, said: "I’M WORTH IT" has become an enduring part of public discourse, evoking the collective contemplation of self-worth. This statement embodies the core values that L'Oréal Paris has consistently upheld throughout its journey.” 

“Through this initiative, we aim to revisit the various transformations of women's roles in society since the inception of "I’M WORTH IT" and hope to encourage more Chinese women to confidently affirm their own belief in ‘I’M WORTH IT’,” Li added. 

Pekyee Lai, general manager of McCann Shanghai’s L'Oréal Paris team, remarked: "'I'M WORTH IT' has accompanied L'Oréal Paris throughout its development in China, witnessing the development and empowerment of Chinese women. To better explore and interpret the genuine faces and voices of Chinese women behind this slogan, our team has conducted extensive research and has sought out even the smallest detail that might resonate with the public. The successful launch of the campaign owes much to the trust and support of our clients!"

MARKETING-INTERACTIVE has reached out to L'Oréal Paris China for more information. 

Don't miss: L'Oréal Paris features Malaysian women of all walks of life in KL fashion show

Back in September 2023, L'Oréal Paris brought its localised rendition of its globally acclaimed campaign, "Walk your worth" to Malaysia, featuring women of different walks of life.

The fashion show was held at Kuala Lumpur Fashion Week (KLFW) 2023. Committed to inspiring women around the world, L'Oréal Paris invited Malaysian women of various backgrounds to walk the show to celebrate diversity. The runway walks featured influential Malaysian personalities such as Malaysian gymnast Farah Ann (pictured), entrepreneur Dr Jezamine Lim, ethnic musician Belle Sisoski and founder of the Vitiligo Association Malaysia and Sonya Charles who walked for L'Oréal Paris.

According to a statement given to A+M by the company, the presence of these individuals exemplified the spirit of the “Women of Worth" movement, which recognises exceptional women from diverse backgrounds who embody L'Oréal Paris' values and mission.

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