“Worth It Resume” is the new advertising campaign run by L’Oréal Paris and the McCann agency, encouraging women to stop fearing failure in their achievements.
“We educate our girls to be perfect”
“We educate our girls to be perfect, and we educate our boys to be brave” reads the opening line of L’Oréal Paris’s new advertising campaign. “Worth It Resume” aims to redefine the notion of “success” for women, in line with the brand’s “Lessons of Worth” campaign. Women are encouraged to be enterprising and to gain the self-confidence to overcome obstacles.
“As a woman, have you ever felt that pressure, that feeling of not being allowed to fail?” asks actress Eva Longoria, muse of L’Oréal Paris. According to the KPMG Women’s Leadership Summit Report, 81% of women feel more pressure than men not to fail.
#WorthItResume, to share your failures
In this campaign, women are invited to share the setbacks they have faced throughout their lives. “For more than half a century, L’Oréal Paris has been relentlessly dedicated to breaking down the barriers that prevent women from asserting their personal worth,” says Delphine Viguier-Hovasse, International Managing Director of L’Oréal Paris.
She stands alongside such faces of the brand as Eva Longoria, Andie MacDowell, Helen Mirren, Jane Fonda, Aja Naomi King and Kate Winslet. Together, they testify to the importance of daring without fear of failure. To this end, they share anecdotes and personal stories on their LinkedIn accounts and other social networks, inviting women from all over the world to join them by sharing their stories too with the hashtag #WorthItResume.
Men too, like Jean-Claude Legrand, General Manager of Human Resources at L’Oréal, testify to the episodes that forged them: “If I hadn’t failed ENA, I would never have joined Dauphine and the professors who recruited me to train/accompany me to become a Man of Human Relations.” A “salutary” failure, according to him, and one of many.
“As a woman, I felt the immense pressure to be perfect”
Inspired by the brand’s iconic slogan, “Because I’m Worth It” is on a mission to enhance self-confidence and empower every woman to express her worth. This “Worth It Resume” campaign is part of that process.
Eva Longoria adds: “As a woman, I’ve felt the immense pressure to be perfect, but I’ve discovered that you have to step out of your comfort zone and accept a few obstacles on the road to success”.
Actress Helen Mirren explains that failures “motivate you, educate you and give you energy”. “If you avoid failures, you miss out on important opportunities” adds actress Kate Winslet. “Don’t let failures stop you” continues Andie mcDowell. “This (hashtag) isn’t about how you succeeded, it’s about how you rose from your failures to achieve success” conclude Jane Fonda and Aja Naomi King.
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