L’Oreal empowers women

L'Oreal Paris has officially launched the Women of Worth (W.O.W) campaign to celebrate and encourage Malaysian women from all walks of life to embrace self-worth.

The campaign kicked off in March in conjunction with International Women's Day and will run until year-end.

With the brand's iconic philosophy and slogan, ‘Because You're Worth It', L'Oréal Paris is driven to bring out the outer and inner beauty of women with its diverse range of products.

"Over the years, we have discovered that more often than not, women have a tendency to downplay their strengths and put others before themselves. With this campaign, L'Oréal Paris is encouraging Malaysian women to better appreciate their self-worth by empowering them with knowledge and information," said Low Chooi Hoon (pictured left), general manager, L'Oreal Malaysia consumer products division.

The W.O.W campaign is aimed at Malaysian women in general and also potentially reach to men as a reminder of awareness and appreciation of the women of worth in their lives.

The campaign is promoted via TV testimonial capsules, print-ads, PR, knowledge-based activities, point-of-sales and digital, where real-life ambassadors express views on what self-worth means to them as individuals.

Throughout the campaign, L'Oreal will host on-ground activities, promotions, digital initiatives to enable organic conversations such as the Women of Worth Facebook app.

The application was created for Malaysian women to have fun and at the same time enable them to feel confident about themselves by enabling users to upload and tag friends or loved ones as a Women of Worth and explain why.

L'Oreal also engages different women such as local Masterchef Ezani Farhana Monoto, local TV presenters Kartini Ariffin and Vivienne Oon, as well as real life women with interesting stories which embodies the spirit of the campaign.

The campaign is executed for first time locally and is carried out on international level in unique ways by other countries.

McCann Universal and Astro were the creative agencies in charge, Maxus handled the media and digital, while Acorn Communications for PR.