L’Oréal Paris has released a new digital film as part of its global Lessons of Worth series, featuring brand ambassador Aishwarya Rai Bachchan. The campaign continues the brand’s long-standing message, Because I’m worth it, first introduced over 50 years ago.
In the film, Aishwarya Rai Bachchan addresses the impact of social media on perceptions of self-worth. She cautions viewers against relying on online validation through likes and comments, instead encouraging a shift towards recognising internal conviction. The message calls on individuals to acknowledge their value without external approval.
The Lessons of Worth series is part of L’Oréal Paris’s ongoing efforts to engage with issues facing women in a digital environment. The campaign focuses on themes such as self-confidence, resilience, and personal identity, while questioning conventional beauty standards and definitions of success.
“Today, a large percentage of Indian women’s self-worth is negatively impacted by social media. Aishwarya Rai Bachchan's powerful edition of the iconic ‘Lessons of Worth’ series addresses this issue,” said Dario Zizzi, General Manager, L’Oréal Paris India. “In her testimonial, she calls upon all Indian women to believe in their self-worth regardless of the pressures of social media and social validation. This campaign is a powerful step in our constant endeavour to partner with Indian women on their journey of self-worth.”
The campaign also features other L’Oréal Paris ambassadors sharing their reflections on the brand’s message. Spokespersons including Kate Winslet, Liya Kebede, Nikolaj Coster-Waldau, Camila Cabello, Yseult, Leila Bekhti, Bebe Vio, Nidhi Sunil, Helen Mirren, Jane Fonda, Eva Longoria and Andie MacDowell have contributed testimonials, discussing the significance of the tagline Because You’re Worth It in their own lives.
L’Oréal Paris states that the campaign is part of its wider role in encouraging public conversation around self-worth, using its platform to engage audiences and promote confidence beyond conventional beauty narratives.
