Because they're worth it

Celebrating 50 years of its iconic slogan ‘because I’m worth it,’ the beauty brand has launched a new series of videos with its ambassadors revealing their takes on self-esteem, self-respect and self-worth.

Created by McCANN Paris, the series has a minimal aesthetic, with each episode filmed in a single take with no editing. Videos include Winslet, Longoria, Coster-Waldau, as well as Camila Cabello, and Viola Davis. 

Each brand ambassador takes a personal look at the timeless tagline, women’s empowerment and self-worth.

The mini-series was developed with one founding creative principle: let people interpret the meaning of the phrase their way.

The film starring Winslet stands out particularly as she spends the video removing her makeup as she talks, emphasising the campaign's message of female self-worth without the need for cosmetic extras. 

This is an interesting move for the beauty product manufacturer and a very on-brand move for the actor after disapproving the poster for HBO mini-series Mare of Easttown on multiple occasions due to the retouching looking too obvious.

Through this format, L’Oreal Paris gives a new kind of platform to their ambassadors – each chosen for their convictions, activism and unique careers – and reinjects meaning into the brand’s signature, ‘because I’m worth it.’