I Like Music
Electriclime gif
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Viola Davis Has Some Lessons in Self Worth from L’Oréal Paris

Creative 868 Add to collection

L’Oréal Paris and McCann Paris add meaning to the 'Worth It' tagline reminding women of the deeper meanings of self-worth

Viola Davis Has Some Lessons in Self Worth from L’Oréal Paris

Actress and activist Viola Davis was filmed in January as part of the ‘Lesson of Worth’ series from L’Oréal Paris that aims to give more meaning to our brand’s ‘Worth it’ tagline.  

Since the onset of the current crisis and the mandate for self-isolation, we have wanted to make sure consumers still have a desire to feel connected. Viola’s spoken word is meant​ to give a deeper meaning to self-worth, because women should never doubt themselves, especially now. 

“'I’m Worth It’ is ​a tagline that reminds us all that words matter. Not only the ones we hear, but more importantly, the ones we say to ourselves,” said Delphine Viguier, worldwide president of L’Oréal Paris.

“There is something human and honest about understanding that beauty is personal. Empowerment has always been part of L’Oréal Paris; being a positive external voice for all women is essential. Hearing that one is beautiful is a start, but believing that you are - knowing that you have value and worth - is real power," says Charlotte Franceries, global president of McCann Beauty Team.


view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
McCann Paris

Global Business Leader: Charlotte Franceries

Executive Creative Director: Julien Calot

Copywriter: Gerard Seifert

Strategy: Nicolas Skouras & Laura Simpson


Director: Julien Calot

Production: Phantasm - Olivier Muler

Agency Producer: Thibault Blacque-Belair

Post-Producer: Craft - Julien Gence 


Director of Operations: Anne-Sophie Carbo

Business Director: Matthieu Vieille

Project Management: Nadia Lasfar

Chief Digital Officer: Pierre-Jean Bernard

Global Talent Management: Danielle Korn & Kimberly Kress

Genres: Dialogue, People

Categories: Hair care, Beauty & Health

McCann EMEA, Mon, 01 Jun 2020 15:02:15 GMT