L'Oréal - Worth It Resume (case study)

L’Oréal Paris is more than a beauty brand, it’s a brand that empowers women. That’s why it’s been telling women “You’re worth it” for over 50 years. In the workplace, however, women continue to face significant challenges to their worth.
Systemic biases have long been barriers to their success, and studies have also shown that women still are expected to prove themselves more than men professionally. In fact, 81% of women feel more pressure to not fail than men. L’Oréal wanted to change this mentality and remove the stigma around failure with the “Worth It Resume.”
Aiming to fight back against these standards, the campaign features L’Oréal spokespeople and women business leaders from around the world sharing their “resumes” on LinkedIn. Instead of adding chorus of humble brags that dominate the platform, they opened up about the setbacks that led them to where they are today, encouraging other women to seize big opportunities undeterred by a fear of failure.
L’Oreal spokeswomen including Eva Longoria, Andie MacDowell, Helen Mirren, Jane Fonda, Aja Naomi King and Kate Winslet each shared their own 'Worth It Resume,' highlighting their personal stories of failure. Additional participants included notable female business leaders Reshma Saujani, CEO of Girls Who Code, Michelle Wong, CMO of Sprinkles, and leaders from McCann Worldgroup, including Singleton Beato, Chief Diversity, Equity and Inclusion Officer and Michelle Tang, Global Chief Growth Officer.
Internally, L’Oréal Paris made a huge move as well. When recruiting for new hires, the company now asks every potential candidate to share a past failure that has made them stronger.
Truth Well Told: The campaign added new dimension to L’Oréal’s classic “Because I’m Worth It” by recontextualizing for professionals on an expected platform. Since launch, the “Worth It Resume” campaign has earned 103.3M impressions across LinkedIn and Instagram and 1.12B media impressions.
CREDITS
Brand: L'Oréal Paris, Europe and UK.
President: Delphine Viguier-Hovasse.
L’Oreal spokeswomen: Eva Longoria, Andie MacDowell, Helen Mirren, Jane Fonda, Aja Naomi King and Kate Winslet.
Participants: Reshma Saujani (CEO of Girls Who Code) and Michelle Wong (CMO of Sprinkles).
Creative Agency: McCann Paris.
Business Lead: Charlotte Franceries.
Chief Diversity, Equity and Inclusion Officer: Singleton Beato.
Global Chief Growth Officer: Michelle Tang.