THE WHAT? L’Oreal Paris China has partnered with McCann China and a series of celebrities to narrate the story behind the brand’s infamous slogan. The brand has also invited a series of ordinary Chinese women to share their interpretation of the ‘I’m Worth It’ tagline.

THE DETAILS According to a report published by Marketing Interactive, celebrities participating in the campaign include Gong Li, Tiffany Tang, Ju Xiaowen and Naran. The campaign comprises a series of posters and short films that will be released over time.

THE WHY? Lily Li, DMI General Manager, L’Oreal Paris China, told Marketing Interactive, “I’m Worth It has become an enduring part of public discourse, evoking the collective contemplation of self-worth. This statement embodies the core values that L’Oreal Paris has consistently upheld throughout its journey.

“Through this initiative, we aim to revisit the various transformations of women’s roles in society since the inception of I’m Worth It and hope to encourage more Chinses women to confidently affirm their own belief in I’m Worth It.”