Worth It Night was organized by L’Oréal Paris along Shanghai’s Huangpu Riverfront. Prominent female executives from many industries and backgrounds took part in an interdisciplinary conversation focused on the corporate slogan “I’m Worth It” and honored commendable acts.
Beyond the seemingly straightforward message that inspires women of all ages, races and backgrounds to embrace their uniqueness and go forward, the success of the slogan resides in the way the cosmetics company has presented the feminist message as pertinent to current generations of women as society changes.
L’Oréal Paris asked 100 women to share their personal narratives in order to express the essence of “I’m Worth It” for the online and offline events. The women ranged in age and occupation from regular customers to brand spokesmen, but were all competent professionals with a strong sense of self-worth. The online and offline ads included their varied personal experiences and attributes as the cornerstone, giving the iconic phrase a fresh interpretation.
Additionally, L’Oréal Paris started an online campaign on Xiaohongshu, encouraging fans to contribute their personal narratives. The brand’s theme, which generated social buzz and cultural linkages, was that every woman, regardless of age, occupation or position, had value of her own.
In the first quarter of 2024, L’Oréal Paris sales increased by double digits despite the difficult market. Over the years, L’Oréal Paris’ focus on female empowerment has developed beyond a simple marketing technique to become an essential component of the company’s identity and social responsibility. Deep emotional connections have been established between L’Oréal Paris and its customers as a result of the company’s long-standing dedication to supporting women’s job growth and mental wellness.
