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Celebrity Endorsement Creative Works Brand Strategy

Jane Fonda, Eva Longoria, Kate Winslet & other stars embrace failure with L’Oréal Paris


By Audrey Kemp, LA Reporter

April 9, 2024 | 7 min read

The celebs uploaded “resumes” of their personal setbacks to LinkedIn to illustrate how challenges shaped their journeys to success.

andie macdowell in loreal paris' ad campaign

Andie MacDowell is one of many L’Oreal Paris brand ambassadors featured / Credit: L'Oréal Paris

LinkedIn users might see a number of new notable users on their feed this morning, including Eva Longoria, Andie MacDowell, Helen Mirren, Jane Fonda, Aja Naomi King and Kate Winslet.

The stars uploaded their “resumes” to the professional platform today. But, there’s a twist: instead of highlighting their greatest achievements, the documents detail failures they have experienced throughout their lives.

It’s all part of L’Oréal Paris’ ‘Worth It Resumé’ campaign, an initiative seeking to normalize failure for women and show how challenges can be a critical component of success. Born from the KPMG finding that 81% of women feel the pressure of failure more than men, the new campaign seeks to bolster women’s self-worth by highlighting how challenges can be a critical component of success.

This morning, L’Oréal Paris released a video on Instagram featuring each of the ambassadors, receiving heartfelt comments like “this made me tearful” and “this is what we need.”

Building upon the success of its iconic ‘Lessons of Worth’ campaign, L’Oréal Paris has always strived to champion women’s empowerment in its marketing efforts.

“For more than half a century, L’Oréal Paris has been relentless in its dedication to breaking down barriers that prevent women from asserting their self-worth,” said Delphine Viguier-Hovasse, global brand president of L’Oréal Paris. “Inspired by the brand’s iconic tagline, ‘Because I’m Worth It,’ and its mission to value self-confidence and give every woman the power to express their worth, the ‘Worth It Résumé’ aims to create a new definition of success. It’s really a tribute to the challenges we all face that are, in truth, the stepping stones to success.”

The L’Oréal Paris ambassadors and executives invite women around the globe to relinquish perfection and share their own stories of setbacks on social media using the #WorthItResume hashtag.

“I am proud to partner with L’Oréal Paris to help empower women to embrace risks and pursue their goals without the fear of failure holding them back,” said actor and director Eva Longoria. “As a woman, I have experienced the immense sense of pressure to be perfect, but I have found that you have to step out of your comfort zone and become comfortable with hitting a few roadblocks on the journey to success. My hope in sharing my own failures in my ‘Worth It Résumé’ is to help women around the world to redefine how they view ‘success’ by inspiring them to celebrate the setbacks, the failures and the struggles that may ultimately lead them to their achievements.”

The campaign was ideated and developed in partnership with McCann Agency.

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