]: In commemoration of the International Women’s Day on 8th March 2021, L’Oréal Paris, the world’s leading beauty brand, reaffirms its commitment to empowering women around the world today celebrating the 50th anniversary of its mythical slogan, “Because We’re Worth It”. These words are not a tagline, but rather an inspiring mission that remains at the heart of the brand today. L’Oréal Paris in principle and values has always stood by women and believed in their worth.
First created in 1971 and today translated into 40 languages, reflecting the brand’s global expansion and the diverse notion of beauty, “Because We’re Worth It” has resonated with women all over the globe, reflecting the extraordinary journey of women’s empowerment over the past five decades. The slogan has become symbolic of empowering women of all ages and backgrounds to believe in their beauty and sense of worth.
Since its inception, L’Oréal Pakistan has been committed to promoting the Pakistani woman; be it via campaigns like ‘I AM WORTH IT’, initiatives like ‘BEAUTY FOR BETTER LIFE’ or at global prestigious platforms. Their local philosophy resonates with that of Quaid-e-Azam Muhammad Ali Jinnah’s vision, “No nation can rise to the height of glory unless your women are side by side with you”.
Continuing our commitment, L’Oréal Pakistan is all set to launch “WOMEN OF WORTH” platform as well as the global brand cause of “STAND UP AGAINST STREET HARASSMENT”. The announcement timed to commemorate International Women’s Day as well as the 50th anniversary of the powerful slogan “Because We’re Worth It”.
Junaid Murtaza, Country Managing Director, L’Oréal Pakistan has said, “It has been 50 years since our iconic motto was conceived to honor women in all their glory and our journey to do so, is in constant evolution, since we firmly believe that every woman is a woman of worth.
Today, we announce two unique launches – Women of Worth Platform and the Stand Up Against Street Harassment Program. Both of which reinforce our commitment to honoring and celebrating the multi-faceted Pakistani women whilst empowering them to breaking down barriers. It is our duty to our amazing women of Pakistan, in their journey of self affirmation and self belief and also, to continue building the fundamental right to safe and inclusive spaces for all.”
A PLATFORM AMPLIFYING THE VOICE OF EMPOWERMENT & INCLUSIVE BEAUTY
“Women of Worth”, inspired by L’Oréal Paris’ iconic brand philosophy, “Because We’re Worth It”, will recognize the achievements of real women who embody the spirit of the L’Oréal brand — women who are committed to distinguishing their own lives by making a difference in the lives of others. “Women of Worth” is a celebration of Pakistani women who embody the brand’s unique vision of inclusive beauty; use their powerful voice, actions, and influence to act as a role model for future generations of Pakistani women; who amplify L’Oréal Paris’ message of self-esteem and empowerment; and who have made an impact through their contributions in their respective communities.
A WORTHY CAUSE: STAND UP AGAINST STREET HARASSMENT
For half a century, the brand has been relentless in its dedication to breaking down barriers. From pioneering science and innovations that empower women through beauty, to its diverse family of global Spokespeople, L’Oréal Paris continues to challenge stereotypes, giving women the confidence and power to take the place they deserve in society. Notably, the brand in Pakistan is reaffirming its commitment to protecting individual self-worth through the launch of its training program, Stand Up Against Street Harassment, in partnership with the international NGO Hollaback.
Developed following a large-scale survey in collaboration with IPSOS to shed light on the severity of street harassment worldwide, this is a priority initiative for L’Oréal Paris globally and in Pakistan, with one in three women having experienced sexual harassment in public spaces.
Indeed, the goal of the program is to take Stand Up Against Street Harassment into the heart of communities and create a global movement of upstanders, with 1 million people trained on Hollaback! 5D’s methodology by the end of 2021 – a program to empower and learn safely how to respond when you are being a victim or witness of street harassment.
Stand Up Against Street Harassment is currently established in 8 countries (France, Spain, Argentina, Canada, the U.S., Mexico, Italy, and India) and will expand to 25 countries in 2021 (with launches in the UK, Pakistan, Germany, the Netherlands, Switzerland, Ukraine, Greece, Turkey, Egypt, Morocco, Lebanon, Israel, Indonesia, Thailand, Chile, Poland, Russia, Sweden, Denmark, Belgium, Brazil, Australia, the UAE, Saudi Arabia, and the Caribbean region).