This has been a vibrant and busy week for fashion as we just had the L’Oreal Paris Bridal fashion week. The event has full of great designs, industry creatives and was generally a festival that celebrated creativity and beauty.
It was a good setting for the brand to launch their ‘I AM WORTH IT’ campaign. The popular tagline that has cemented the brand not only in beauty but also in pop culture.
Beauty and worth of course being beyond just creative or vain outlets. This campaign is looking forward to continuing doing work that supports, aids and helps women in our society.
With the launch of the ‘I Am Worth It’ campaign, L’Oréal Paris brought to the forefront the issues women face in our society and what we as a society and L’Oréal Paris in its own capacity is doing to counter them. The presentation was led by L’Oréal Paris Pakistan Spokesperson Mehreen Syed highlighting the issues such as dowry, women employment, domestic violence and women’s education. The presentation also highlighted the work L’Oréal Paris has done in partnership with IFAP & ICare since its launch in Pakistan.
Mehreen Syed said: “Since the past 3 years, my NGO ICare and L’Oréal Paris are working together for underprivileged women. This journey started from 10 girls in 2016, and today L’Oréal Paris with its partnership with I-Care has enabled 510 women from underprivileged socio-economic background to gain free of cost beauty training, providing employment opportunities and regain their self-esteem through the ‘Beauty for a Better Life’ program. The ‘I Am Worth It’ campaign shows L’Oréal Paris’ commitment to women’s empowerment in Pakistan and we will continue to play our part.”
Junaid Murtaza who the managing director for L’Oréal Paris had this to say about the campaign, “L’Oréal Paris association with the world’s most glamorous fashion scene whether it maybe in Pairs or Pakistan, has been imperative. In the past two years L’Oréal Paris spokespersons Mehreen Syed and Mahira Khan have highlighted “Worth” in the context of promoting self-esteem and independence of women in our society on PFDC L’Oréal Paris Bridal Week, platform. This year L’Oréal’s spokespersons represented brand’s ethos of ‘Because you’re Worth It’ at PFDC L’Oréal Paris Bridal Week, and Paris Fashion week. Indeed, with our partnership with IFAP for the past 3 years, we have worked to elevate and empower women focusing on the lifting of self-esteem, confidence and financial empowerment through free, top-quality beauty training programs. Through our partnership with the PFDC this iteration, we look to drive this further, bringing to PFDC L’Oréal Paris Bridal Week, our belief and values of ‘Beauty for a Better Life’.”
