The celebration started on March 21st with a “Lessons of Worth” private event gathering over 100 prominent figures of the industry in the heart of Riyadh. The event opened with an astounding projection where L’Oréal Paris took over 82 screens in the Boulevard to showcase the brand manifesto and Lessons of Worth testimonial by the brand’s Saudi spokesperson – singer and actor, Aseel Omran. The “Lessons of Worth” is a series of powerful testimonials featuring the L’Oréal Paris spokespeople from around the globe sharing what the iconic “Because You Are Worth It” tagline means to them.

The projection was followed by a panel discussion on women empowerment between Aseel Omran, Maya Ghantous- Director of the L’Oréal Consumer Products Division for Middle East & North Africa and Ahmed Wagih - General Manager of the Consumer Products Division at L’Oréal Middle East. The discussion centered around Aseel’s own personal empowerment journey, her partnership with L’Oréal Paris and what the brand slogan “Because You Are Worth It” means to her.

“We are truly honored to have Aseel amongst our L’Oréal Paris family since 2019 - not only is she a talented artist but she is also a strong woman committed to many humanitarian causes, using her voice to fight for women and children’s rights. This makes her an excellent idol for young women and the perfect ambassador for our brand.” said Ahmed Wagih.

The celebration continued on March 22nd where L’Oréal Paris presented a series of activities led by inspirational women in the region:

A panel by Dr Razan, a highly renowned consultant dermatologist in the region, explaining the science behind L’Oréal Paris’ products. Thanks to 110 years of scientific research and innovation, L’Oréal Paris presents a complete range of highly advanced beauty products with clinically proven efficacy and safety in five categories: makeup, skincare, haircare, and hair colour.

Meet & greets with four regional influencers, each engaging the public in conversations about their favorite L’Oréal Paris products and offering premium giveaways to fans.

“Because I’m worth it”, the world’s leading beauty brand signature that’s just celebrated its 50th anniversary, was the first in the world to underline the value of self-worth. Coined in 1971 by Ilon Specht, a young 23-year-old female copywriter at Manhattan ad agency McCann, the L’Oréal Paris signature was considered revolutionary at the time in its bold message and in that it featured a woman’s voice (most advertisements for women’s products at the time featured a male voice, which was thought to be more authoritative). “Because We’re Worth It” has since become symbolic with empowering women of all ages and backgrounds to believe in their beauty and sense of worth. Since its inception, the memorable slogan has been translated into 40 languages, reflecting the brand’s global expansion and diverse notion of beauty.