Celebrating Filipina Empowerment in L’Oréal Paris ‘Sayang? No, #ImWorthIt’ Campaign

Brand & Campaigns

MANILA, Philippines—L’Oréal Paris, the world’s leading beauty brand, has long championed women’s empowerment through its iconic tagline – “I’m Worth It.” On March 25, 2024, following the debut of its impactful hero film, the brand officially launched its #ImWorthIt campaign in the Philippines.

Anchored on a local cultural insight, this campaign marks the first time the global brand has activated its iconic “Worth It” movement specifically for the Philippine market. Headlined by ambassadors Pia Wurtzbach-Jauncey, Iza Calzado-Wintle, Belle Rodolfo, and Deng Garcia, the launch event took place at Puerta Real Gardens, Intramuros, Manila City.

Image Courtesy of L’Oreal Paris.

The choice of Intramuros as the event venue was deliberate — Puerta Real, translating to “royal gate” in English, symbolizes transitions and new opportunities. This location perfectly embodies the #ImWorthIt advocacy campaign’s spirit of challenging outdated views on women. Infusing old Manila with a Modern Filipiniana twist, the event signifies a shift towards embracing progressive perspectives.

The #ImWorthIt campaign, spearheaded by industry luminaries, serves as a powerful reminder that all women are inherently valuable, regardless of their choices and aspirations in life. It transforms every “Sayang ka…” into “Sayang? No, I’m worth it.” With L’Oréal Paris, women are empowered to confront barriers and silence doubters who underestimate their worth.

Image Courtesy of L’Oreal Paris.

Von Cruz, Brand Head for L’Oréal Paris Philippines, expresses confidence in the campaign’s potential to shatter norms and amplify women’s voices. “Celebrating women and advocating for their empowerment has always been at the core of L’Oréal Paris, but the #ImWorthIt campaign definitely takes it to the next level,” says Cruz.

For further updates on L’Oréal Paris’ #ImWorthIt initiatives, follow their social media channels. The hero film is also available for viewing on their official YouTube channel and Facebook page.