McCann Worldgroup: L’Oréal sparks digital dialogue with #SayItWithRed TikTok activation asking women to speak their truths

The power of L’Oréal lies in its historic tagline – “Because you’re worth it” – using cosmetics to create a movement. To launch the new Colour Riche “Reds of Worth” collection, L’Oréal and McCann New York invite you to “Speak Your Truth” through a campaign built on self-expression and confidence.

The campaign kicks off with digital piece featuring actress Gemma Chan, which encapsulates the brand’s signature tone, while highlighting the all-new “Reds of Worth” collection.

Additionally, the campaign goes further with a robust TikTok activation: #SayItWithRed which transforms L’Oréal’s “You’re Worth It” line into a digital dialogue, celebrating the power of red…and the power of women. Chosen for its inception in personal storytelling, TikTok is the perfect platform for creators to showcase authenticity, and in this case the power of Red to them.

In order to accomplish this, the brand enlisted 11 female creators with both an influential following and a unique perspective on beauty, empowerment and self-worth. The creator brief was simple: apply their signature Reds of Worth shade and speak their truth – how their shade of red inspires them, how it’s made them feel empowered. The goal is to capture authentic reflections on the power of Red.

“Evolving the concept of worth is very important to us at L’Oreal Paris. That’s why we love the “Speak Your Truth” campaign. For TikTok, 11 creators have shared their unique stories of empowerment, worth and confidence – and we believe this digital campaign will inspire our audience and consumers to do the same,” said Maude Brunschwig, Senior Vice President, Marketing, L’OrealParis.

“We are incredibly proud of the Speak Your Truth campaign. For TikTok, L’Oréal’s “you’re worth it” line becomes a living, breathing conversation, celebrating the creators’ powerful stories,” said Roger Kilmartin, Executive Creative Director, McCann NY

The campaign will run across digital and social beginning on November 15.