The Moment You Speak

How L’Oréal turns confidence into action, not appearance.

Author

Javier García
January 06, 2026 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

L’Oréal Paris – “Worth Saying It” (2025 Global Campaign)

L’Oréal Paris’ “Worth Saying It” revisits its most iconic line, but with a twist. The ad shows women in moments where they hesitate to speak up: asking for a raise, correcting a doctor, setting a boundary on a date, interrupting a meeting. Each pause stretches slightly longer than expected. Then one woman speaks. The others follow. Only at the end does the line appear, reworked but familiar: “Because you’re worth saying it.”

Key marketing lessons

• Refresh an iconic asset without breaking it
L’Oréal evolves “Because you’re worth it” into action, keeping heritage while making it contemporary.

• Shift beauty from appearance to agency
The brand reframes confidence as voice, not looks, expanding relevance beyond cosmetics.

• Tension creates identification
Those silent pauses mirror real hesitation, pulling viewers into the moment emotionally.

• Purpose grounded in behaviour
Empowerment is shown through everyday actions, not declarations or slogans.

• Brand leadership through consistency
L’Oréal stays true to its long standing mission while adapting it to modern social dynamics.

A reminder that strong brand platforms don’t need reinvention. They need reinterpretation that reflects how people actually live today.

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Weekly Tip

Choose the Moment, Not Just the Message

Even the right message can fail if it arrives at the wrong time. Relevance depends on timing as much as content.

• Think about what your audience is dealing with right now
• Match your message to their current mindset or situation
• Delay publishing if the moment isn’t right yet

When timing aligns with need, your message feels useful instead of intrusive.

Weekly Challenge

No-Edit Caption Test

This week, write faster and trust your instincts:

• Write one caption in a single pass, no rewriting or polishing
• Post it exactly as written
• Focus on clarity, not cleverness
• Compare comments and saves with captions you usually overedit

Overediting often removes personality. This challenge helps you see if raw clarity performs better.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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