L'Oreal

Develop a big idea and execution that leverages the original tagline ‘I’m worth it,’ strengthening it to deliver a powerful statement of self-worth that feels relevant and compelling in 2026. You are not creating a new brand signature, you are making the current one more relevant. You are talking to women aged 18–65, around the world and from all backgrounds. You can target the whole audience or a specific age range (such as L’Oréal’s Non-Issue campaign) or geography (like their Letters of Worth campaign). Whoever you choose, you must focus on the fact that worth is a universal concept that touches all women, everywhere