Dive Brief:
- L’Oréal Paris launched the "Worth It Resume" campaign, inviting women to share stories of failure they've experienced and highlight how setbacks can lead to success, per a press release shared with Marketing Dive.
- Created with McCann, the effort sees brand ambassadors sharing resumes on LinkedIn that are filled with struggles and setbacks alongside their greatest achievements. The brand has invited women around the globe to share their own #WorthItResume across social platforms.
- The "Worth It Resume" campaign was inspired by the insight that 81% of women feel more pressure not to fail than men, and follows in the brand's efforts to boost women's self-worth and self-esteem.
Dive Insight:
L’Oréal Paris has championed women's empowerment for decades, since the launch of its iconic slogan “Because I'm Worth It” in 1973. The beauty brand's latest campaign focuses on professional success and failure and encourages women to become entrepreneurs "without fear of failure" and looks to be part of changing cultural conversations around women's self-worth.
“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,’ which mission is to value self-confidence and give every woman the power to express their worth, the ‘Worth It Resume’ aims to create a new definition of success,” said Delphine Viguier-Hovasse, global brand president for L’Oréal Paris, in a statement.
LinkedIn resumes are a key component of the effort, 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 join the campaign, which spans LinkedIn — the job-focused platform that continues to grow as both 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.
