L’Oreal Paris, the world’s leading beauty brand, launched an empowering campaign at the prestigious platform of the PFDC L’Oreal Paris Bridal Week late last week.
Staging a show at the final day of the PLBW19, the brand launched their I Am Worth It campaign to raise awareness and highlight L’Oreal’s commitment towards women empowerment in Pakistan. With the launch of this campaign, L’Oreal aims to bring light to the issues that women face in our society, and also to what we as a society should, and L’Oreal Paris is, in its own capacity doing to counter these issues and help women.
Led by L’Oreal Paris Pakistan spokesperson, Mehreen Syed, the presentation on the PLBW19 runway highlighted major issues like dowry, employment issues, and issues regarding the education of women in our society. Partnering with International Fashion Academy Pakistan (IFAP) and the NGO ‘ICare’ since its launch in Pakistan, L’Oreal has continued to push for the empowerment of disenfranchised women.
In 2016, L’Oreal launched the Beauty for a Better Life program under its collaboration with IFAP and ICare, and for the past three years, this program has been committed to empower, educate and train women from underprivileged communities, and helping them regain their lost self-confidence, in turn assisting them to reintegrate socially through free, top-quality beauty training programs.
“Since the past three years, my NGO ICare and L’Oréal Paris are working together for underprivileged women,” said Mehreen Syed, as 65 graduates who have received beauty training at ICARE walked out on the ramp and lined up around her. “This journey started from 10 girls in 2016, and today L’Oréal Paris with its partnership with I-Care has enabled 510 women from underprivileged socio-economic background to receive free of cost beauty training, providing employment opportunities and regain their self-esteem through the ‘Beauty for a Better Life’ program,” she continued.
At the end of the show, Mehreen brought out a model clad in a gorgeous ensemble by Sadaf Fawad Khan, that was earlier displayed at the L’Oreal Paris exhibition area on all three days of #PLBW19 and will be auctioned off on the official Facebook page of L’Oreal Paris, the proceeds from which will be donated to IFAP.
“In the past two years L’Oreal Paris spokespersons, Mehreen Syed and Mahira Khan, have highlighted Worth It in the context of promoting self-esteem and independence of women in our society on the PFDC L’Oreal Paris Bridal Week platform. This year L’Oreal’s spokespersons represented the brand’s ethos of ‘Because you’re worth it’ at PFDC L’Oreal Paris Bridal Week, and Paris Fashion Week,” said L’Oreal Pakistan’s Managing Director, Junaid Murtaza, also highlighting Mahira’s stint at the Paris Fashion Week.
“Indeed, with our partnership with IFAP for the past three years, we have worked to elevate and empower women focusing on the lifting of self-esteem, confidence and financial empowerment through free, top-quality beauty training programs. Through our partnership with the PFDC, we look to drive this further, bringing to PFDC L’Oreal Paris Bridal Week our belief and values of Beauty for a Better Life.”