L'Oréal Paris has changed its iconic tagline “Because You're Worth It” to the more inclusive “Because We Are All Worth it” in honour of its partnership with UK charity The Prince’s Trust.
Speaking about the change in Cannes on Wednesday, L'Oréal Paris general manager Adrien Koskas and actress Helen Mirren highlighted how the new tagline was prompted by a move from the beauty brand towards diversity and inclusion.
“Diversity is not a trend because it is a cool thing to do right now,” says Koskas. ”What is important for us is to really walk the talk. You need to put acts behind it
“Consumers are tired of a beautiful girl walking around swishing her hair. We are the number-one beauty brand in the world. We need to lead by example. If we don't do it, then who will?”
L'Oréal’s partnership with The Prince’s Trust and McCann Worldwide has launched an initiative that will include a three-year project offering confidence-training to up to 10,000 young adults all over the UK.
