The world’s number 1 beauty brand L’Oréal Paris launched its ‘I Am Worth It’ campaign’ to raise awareness and highlight L’Oréal’s commitment towards women's empowerment in Pakistan at the 2019 PFDC L’Oréal Paris Bridal Week.

With the launch of the ‘I Am Worth It’ campaign, L’Oréal Paris brought to the forefront the issues women face in our society and what we as a society and L’Oréal Paris in its own capacity is doing to counter them. The presentation was led by L’Oréal Paris Pakistan Spokesperson Mehreen Syed highlighting the issues such as dowry, women employment, domestic violence and women's education. The presentation also highlighted the work L’Oréal Paris has done in partnership with IFAP & ICare since its launch in Pakistan.

In 2016, L’Oréal with its partnership with IFAP and NGO, ‘ICare’ launched Beauty for a Better Life program. For the past 3 years this program is committed to empower, educate and train women from less developed communities, helping them regain self-esteem and reintegrate socially through free, top-quality beauty training programs.

Supermodel and L’Oréal Paris Spokesperson Mehreen Syed said: “Since the past 3 years, my NGO ICare and L’Oréal Paris are working together for underprivileged women. 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 gain free of cost beauty training, providing employment opportunities and regain their self-esteem through the ‘Beauty for a Better Life’ program. The ‘I Am Worth It’ campaign shows L’Oréal Paris’ commitment to women's empowerment in Pakistan and we will continue to play our part.”

The campaign also featured a bridal outfit from critically lauded designer Sadaf Fawad Khan [SFK Bridals] that was displayed at the L’Oréal Paris exhibition area on all three days of #PLBW19 and will be auctioned off on the official Facebook page of L’Oréal Paris. The proceeds from the auction will be donated to IFAP. The segment concluded with 65 graduates who have received beauty training at ICARE walking the ramp and were welcomed by the attendees with a standing ovation. 

Speaking on the occasion, L’Oréal Pakistan's Managing Director, Junaid Murtaza said, “L’Oréal Paris association with the world’s most glamorous fashion scene whether it maybe in Pairs or Pakistan, has been imperative. In the past two years L’Oréal Paris spokespersons Mehreen Syed and Mahira Khan have highlighted “Worth” in the context of promoting self-esteem and independence of women in our society on PFDC L’Oréal Paris Bridal Week, platform. This year L’Oréal’s spokespersons represented brand's ethos of ‘Because you’re Worth It’ at PFDC L’Oréal Paris Bridal Week, and Paris Fashion week. Indeed, with our partnership with IFAP for the past 3 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 this iteration, we look to drive this further, bringing to PFDC L’Oréal Paris Bridal Week, our belief and values of ‘Beauty for a Better Life’.”