L'Oréal Paris Hosts Runway Show to End Street Harassment

2024-04-17 08:12:34 Events / Trade Shows

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As a staunch believer of women empowerment, L'Or?al Paris consistently strives to amplify women's voices through its beauty products, advocacies, and philanthropic campaigns. This year, it stayed true to its commitment by hosting a public outdoor runway show called "Walk Your Worth" at the Paris Fashion Week. The show's name mimics the brand's famous tagline: "Because You're Worth It."

In partnership with the Right To Be non-profit organization, L'Or?al Paris hosted the show on October 2 at ?cole Militaire to highlight its movement of ending street harassment and allowing men and women of all ages to walk through public spaces safely. The global beauty brand chose the location for its significance as a military institution in France and representation of freedom and empowerment.

L'Or?al Paris invited its brand ambassadors?Eva Longoria, Katherine Langford, Cindy Bruna, and Bebe Vio Grandis?to walk at the event alongside empowered women. The brand also accompanied the runway portion of Walk Your Worth with a lively performance of dancers wearing t-shirts and hoodies designed with the words "I'm Worth It" as part of the show's theme.

L'Or?al Paris opened the show to the public to democratize fashion and beauty and encourage more people to learn about and end street harassment.

Interested viewers who missed the live stream can watch a recorded version of the event on L'Or?al Paris's website.

Empowering Women Everywhere, Every Day

According to the World Health Organization, 736 million women worldwide experience physical or sexual violence in their lifetime, with most of them facing mistreatment from their intimate partners. One in four women also experience this type of violence at an early age, starting at 15.

These figures are potentially higher in real life since high levels of stigma and underreporting hinder more women from sharing their stories.

Another study by L'Or?al Paris and IPSOS revealed that 80% of women had experienced sexual harassment in public spaces. The five (5) most prevalent types of public sexual harassment are:

? staring, leering, and inappropriate and unwanted gestures;
? whistling, catcalling, lip-smacking, and animal noises;
? sexually suggestive comments or jokes about one's body;
? pressure to go on a date and provide one's phone number or other personal information; and
? public humiliation, referring to the woman as a doll, babe, or chick.

These cases are why L'Or?al Paris feels strongly about protecting women worldwide. In 2020, it launched a global outreach program called "Stand Up Against Street Harassment" with Right To Be to end street harassment. It came on the heels of L'Or?al Paris's in-house campaign in 2019, which had the same goal of preventing protecting women in public.

L'Or?al Paris's in-house campaign involved training the entire L'Or?al Group workforce on the 5D's: Direct, Distract, Delegate, Document, and Delay. These pointers aim to educate L'Or?al employees about street harassment and what they can do if they experience or witness it.

Now a global program, Stand Up aims to train 1.5 million people worldwide to become "upstanders," support victims, and build a culture that discourages and looks down on street harassment. It also aims to educate people in schools, festivals, online spaces, and other public channels.

As of October 2022, more than 1 million people across 45 countries have completed the Stand Up training.

The Le D?fil? Walk Your Worth show is part of the Stand Up program.

The Power in Beauty
During the Walk Your Worth show, L'Or?al Paris launched a limited-edition Colour Riche lipstick named "A lipstick is not a yes" to amplify its commitment to empowering and protecting women. The lipstick also wants to highlight the wearer's self-worth and allow women to show their rejection of all forms of street harassment.

The lipstick is available at Shoppers Drug Mart, London Drugs, Rexall, and Jean Coutu Pharmacy. Some proceeds will go to Right To Be to train more people against street harassment.

About L'Or?al

For over 110 years, L'Or?al, the world's leading beauty player, has devoted itself to one thing only: fulfilling the beauty aspirations of consumers around the world. Our purpose, to create the beauty that moves the world, defines our approach to beauty as inclusive, ethical, generous, and committed to social and environmental sustainability.

With our broad portfolio of 35 international brands and ambitious sustainability commitments in our L'Or?al for the Future program, we offer each and every person around the world the best in terms of quality, efficacy, safety, sincerity, and responsibility while celebrating beauty in its infinite plurality.