L’Oréal looks to have a ‘bigger purpose than selling product’ with e-mentorship programme

L’Oréal Paris’s partnership with The Prince’s Trust aims to help 10,000 young people across the UK become more confident.


L’Oréal Paris is collaborating with The Prince’s Trust to launch its ‘All Worth It’ programme, an e-mentorship initiative designed to help boost young people’s self worth.

The programme hopes to help 10,000 young people by “turning self-doubt into self-worth”. It is in response to figures released today (23 February) by The Prince’s Trust showing that one in three young people say they don’t believe in themselves, rising to 42% of young people who are not in education, employment or training.

L’Oréal Paris will run confidence courses quarterly at each of the 18 Prince’s Trust centres. The programme, which comprises of four modules, will address issues such as body language, communication, employability and relationships.

We felt we needed to have a bigger purpose than selling product and give back to communities.

Adrien Koskas, L’Oréal Paris UK

Learning materials to help build self-confidence will be available on The Prince’s Trust new online learning platform. The platform will also connect young people to e-mentors from companies like L’Oréal and other organisations who can provide online advice and support.

The All Worth It initiative is fronted by 15 ambassadors including Dame Helen Mirren, Cheryl Fernandez-Versini, Katie Piper, Marcus Butler and Louisa Johnson, each sharing their own stories in a series of films highlighting how they themselves have been affected by self-doubt.

“L’Oréal Paris is the number one beauty brand in the UK and the world – and we felt we needed to have a bigger purpose than selling product and give back to communities,” the brand’s UK general manager Adrien Koskas tells Marketing Week.

L’Oréal Paris is also changing its slogan ‘Because you’re worth it’ to ‘We are all worth it’ for the remainder of 2017 in a bid to reflect its focus on diversity and be more inclusive. The brand had previously used the slogan in a campaign featuring male blogger and makeup artist Gary. However, Koskas insists that its original slogan won’t ever disappear.

“’I’m worth it’ is a founding act for the L’Oréal Paris brand. We don’t want to erase that. We have changed it to ‘We’re all worth it’ in 2017 because we want to embrace diversity as a brand and talk to everyone and not just a happy few. This is something we will stick to for a longer period of time,” he explains.

“We are very serious about it, because it’s not so much about changing the slogan but [the actions] we do behind it. The partnership is going to be a three-year relationship. We are in this for the long term.”

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To promote the initiative, the brand will be looking to its influencers and brand ambassadors to spread the news. This will be backed up by outdoor, newspaper, magazine, social and digital advertising.

He concludes: “As always, when we partner with an influencer, the message has to start with them. Everyone in this campaign is very committed to make it successful, and the campaign will start with them on social media. They are doing the talking for us. It’s important that we have a genuine commitment from them on this campaign. Once we have this genuine commitment, we can then emphasise the brand.”

Adrien Koskas will be speaking at the Diversity in Marketing & Advertising Summit, taking place on 4 and 5 April. It aims to encourage greater diversity and inclusion within leadership roles and campaigns. For more information and to purchase tickets visit https://dimalync.com/