Worth It Resume

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.

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.