Everyone is familiar with L’Oreal Paris’ long-running slogan: “Because You’re Worth It”. Recently, L’Oreal launched a new campaign that ties closely with the slogan and coined it #WorthSaying, a hashtag that is meant to inspire women to talk about things that are important to them. This hashtag is found not only on Facebook, Twitter, and Instagram but also in TV commercials, digital video and banner ads, and magazines. The quick commercial showcases beautiful, strong women as part of a campaign that aims to empower women.
The brand sponsored the 2016 Golden Globes and the campaign aimed to highlight the shift in beauty and conversations that occur on the red-carpet. Through this campaign, L’Oreal wants to remind women of their intrinsic worth. According to the brand’s research, most women agree that motivating language provides them with a stronger sense of confidence and self-worth. Celebrity spokeswomen-Julianne Moore, Freida Pinto, Eva Longoria and Jennifer Lopez are even promoting the campaign through their social media sites. Jennifer Lopez even posted a quote saying “Every girl deserves to have her voice heard” on Instagram with the hashtag. Involving celebrity spokespeople, especially young, spunky women is often an effective way of reaching out to the targeted audience.
In regards to this campaign, I think it successfully gets women thinking about what is important to them. It is not just about being beautiful on the outside but moreso about the beautiful things going on in a woman’s brain. L’Oreal does a great job in reminding women of their worth and that their thoughts and ideas matter in this world. If I already used L’Oreal makeup, I would definitely continue using it thanks to the campaign. However, I would not consider switching over to the brand because I don’t think the campaign goes quite far enough. To make the campaign stronger, the brand can create a TV commercial longer than 16 seconds and highlight what it means to be a woman in 2017, perhaps with career-oriented business women, mothers, teachers, etc. in banners, ads, Instagram posts, Twitter posts, etc. As a woman, I would like to see other women to whom I can relate, not just celebrities who walk down the red carpet. I also have not seen the hashtag being used frequently in social media or TV commercials and therefore, more emphasis is needed to really push the campaign forward. Therefore, L’Oreal takes an already existing technology- the hashtag-and has revolutionized its purpose to empower women across the world.
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