- L’Oréal Paris launched the “Worth It Resume” campaign, inviting women to share stories of failure they’ve experienced and highlight how setbacks can result in success, per a press release shared with Marketing Dive.
- Created with McCann, the trouble sees brand ambassadors sharing resumes on LinkedIn which can be filled with struggles and setbacks alongside their biggest achievements. The brand has invited women across the globe to share their very own #WorthItResume across social platforms.
- The “Worth It Resume” campaign was inspired by the insight that 81% of girls feel more pressure to not fail than men, and follows within the brand’s efforts to spice up women’s self-worth and self-esteem.
L’Oréal Paris has championed women’s empowerment for many years, for the reason that launch of its iconic slogan “Because I’m Worth It” in 1973. The beauty brand’s latest campaign focuses on skilled success and failure and encourages women to turn into entrepreneurs “without fear of failure” and appears to be part of fixing cultural conversations around women’s self-worth.
“For greater 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,’ which mission is to value self-confidence and provides every woman the ability to specific their value, the ‘Worth It Resume’ goals to create a recent definition of success,” said Delphine Viguier-Hovasse, global brand president for L’Oréal Paris, in a press release.
LinkedIn resumes are a key component of the trouble, with initial resumes created by Viguier-Hovasse and brand ambassadors including Eva Longoria, Andie MacDowell, Helen Mirren, Jane Fonda, Aja Naomi King and Kate Winslet. Rather than simply listing accomplishments, the special resumes also highlight the challenges that Viguier-Hovasse describes as “steppingstones to success.”
Led by actor and director Longoria, the brand ambassadors feature in an Instagram video encouraging consumers to affix the campaign, which spans LinkedIn — the job-focused platform that continues to grow as each a social network and an advertiser destination — and other social platforms.
The “Worth It Resume” campaign builds on the brand’s well-regarded “Lessons of Worth” series, also created with McCann, that launched in 2020 and has featured testimonials by brand ambassadors including actor Viola Davis.
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