Kristen Bell has been appointed as L’Oréal Paris’s new global ambassador, joining the beauty brand in their latest campaign. As part of the partnership, Bell is placed at the heart of the brand’s long-established “You’re Worth It” message. Her involvement takes a more personal approach, instead of just reiterating a well-known beauty slogan. She is using the campaign to examine what self-worth means when it comes from within
The features of Bell’s first campaign are also the same ones which have helped to shape her public image over the years: there is a certain refinement, yet also humor and a strong element of ordinary honesty. This balance is at the heart of the partnership, with L’Oréal Paris presenting Bell as a woman who can easily move between life in Hollywood, being a mother and pursuing her own creative work without having to show confidence in a way that seems perfect.
For the beauty company, the collaboration is not mainly about creating a new identity for Bell but rather about providing her with a well-established platform from which to express the one that she already has.
Kristen Bell Brings a Personal Meaning to “You’re Worth It”
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Bell’s connection with the L’Oréal Paris message extends beyond the campaign. When commenting on the partnership, she considered how the phrase has developed for women and maintained that self-worth was not something a beauty company could bestow upon them.
For Bell, the importance of the statement lies in the fact that it is said out loud. “You’re Worth It” isn’t something that L’Oréal Paris has given women. The sense of worth was always ours. This way of looking at it gives the campaign a more up-to-date understanding of a slogan which has formed part of L’Oréal Paris’ identity for many decades. Rather than viewing beauty as the source of confidence, Bell sees products as tools which enable women to experiment, to express themselves, and to decide how they would like to be seen.
Her association with the brand goes back to her childhood as well. She remembered slipping into her mother’s vanity and testing out her L’Oréal Paris lipstick before eventually being caught. When looking back on it now, she considers the experience to be about more than just makeup.
As she put it, it was an early chance to picture the kind of person she could become, and that idea is now at the core of her duties as ambassador. She described L’Oréal Paris as a brand which enables women to explore rather than forcing them to adopt a specific identity.
The New Campaign Puts Bell’s Personality Front and Center
The campaign presents Bell by combining images of her with a polished beauty look alongside more relaxed shots of her from everyday life. This contrast is intentional, since rather than creating for her an untouchable celebrity image the campaign lets Bell’s personality stay visible.
Before that she had been involved in various elevated settings, but she then took the initiative in launching her own introduction as the brand’s new global ambassador. The campaign is centered on self-definition and presents Bell as someone who realizes that confidence can coexist with imperfections, uncertainty and everyday life.
According to L’Oréal Paris, it was authenticity that made Bell the obvious choice for the partnership; Laura Branik, president of L’Oréal Paris USA, called her a woman who has confidence along with a friendly warmth.
The fact that they are working together also shows the broader role that beauty brands nowadays play in discussions about identity, since although the products themselves are still at the heart of these conversations the story associated with them has become equally important. For L’Oréal Paris, Bell offers a familiar personality via whom that story can seem more immediate.
She will cover all of the brand’s beauty lines, such as skincare, haircare, hair color, and makeup. The first campaign that focuses on products will be for the 24H Midnight Cream and will be launched throughout the United States in the coming weeks.
What Kristen Bell Uses From L’Oréal Paris
The partnership will also allow audiences to see some of her personal favorite products from L’Oréal Paris.
Her usual choice of products is the Plump Ambition Hyaluron Lip Oil and the Colour Riche Satin Lipstick in shade Worth It. She also uses the Midnight Eye Cream, the Infallible Setting Spray, and the Lumi Glotion in 902. For haircare she uses the Elvive Collagen-Lifter Mousse and the Elnett Hairspray. Among her favorite products Bell also likes Serum Le Duo and Extensionist Mascara.
The partnership acquires a more personal character since, instead of just promoting the campaigns, Bell is now using the products that have found a place in her own daily routine. This method is in line with the message of the collaboration because, here, beauty is not portrayed as a way of becoming someone else; rather it becomes part of the process of deciding how you want to present yourself in the world.
Laetitia Toupet, global brand president of L’Oréal Paris, placed Bell in a similar position to that of an expression of the company’s characteristic philosophy. She mentioned Bell’s roles as a mother, actress and singer, and described her as a modern interpretation of the “You’re Worth It” message.
Since Kristen Bell is now part of the brand’s global ambassador lineup, L’Oréal Paris is spreading its well-known beauty philosophy through a personality who is both refined and relatable. Although her first campaign is based on an iconic slogan, the message it communicates is clearly concerned with something more personal, knowing your own value before anyone else is able to define it.
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Featured image: J J Geiger for Kristen Bell
