L’Oréal Paris UK has engaged in a three-year marketing initiative entitled ‘All Worth It’, which will see the cosmetics firm offer ‘confidence training’ to 10,000 young Britons.
For this, it is working conjunctively with the Prince’s Trust, a UK charity which concentrates on the needs of young people. Its work with the L'Oréal Paris brand will help young people gain access to the job market, as well as to enter training and education.
The nature of the cosmetics company’s brand-boosting involvement is predicated on the fact that ‘more than a quarter of young people don’t feel in control of their lives, with worries about job prospects, lack of self-confidence and recent political events all playing on their minds and stopping them from reaching their goals,’ it says.
‘The [Prince’s Trust] report suggests a range of factors which could be leading to young people feeling this way. One in ten young people feel they don’t know anyone who ‘really cares’ about them, 45% feel stressed about their body image and 37% are worried about coping at work or school. 61% also felt that a lack of self-confidence holds them back.’
A promotional video has been produced to draw attention to the #AllWorthIt movement.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine
