L’Oréal launches initiative with the Prince’s Trust supported by Cheryl, Helen Mirren

By

Barbara Santamaria

Published
Feb 23, 2017

L’Oréal has tapped 15 inspirational ambassadors including Helen Mirren, Cheryl, Katie Piper, Marcus Butler and Louisa Johnson for a new campaign with The Prince’s Trust, which aims to help young people turn self-doubt into self-worth.

The global beauty brand has partnered with the organisation on a confidence training programme and campaign as new figures show that one in three young Brits don’t believe in themselves, rising to 42% of young people who are not in education, employment or training.

The three-year initiative will be part of The Prince’s Trust Fairbridge programme and run across all 18 centres. It aims to reach over 10,000 young adults through a quarterly 'All Worth It' confidence course, helping them with issues such as body language, communication, employability and relationships. Training resources will be also available online.

“Overcoming self-doubt is a journey and I am truly happy to see L’Oréal Paris partnering with The Prince’s Trust to help many young people who don’t believe in themselves. We have a responsibility towards this generation to lead by example in what we say, how we act, and what we do. I wholeheartedly support this initiative,” said English actor Helen Mirren.

She is joined by Cheryl, who said she is “so happy” to support the partnership. “My hope is that this partnership will help young people feel accepted and valued for who they are and make sure that they get the support they need to make the most out of life.”

The partnership expands L’Oréal’s ‘Because you’re worth it’ philosophy and highlights its commitment to championing inclusivity and diversity.

“Working with The Prince’s Trust is a natural fit for us. We’re both passionate about promoting confidence and we can’t wait to align our ‘All Worth It’ brand with this established charity – both on and offline – to show people how they can help or be helped,” commented Vismay Sharma, Managing Director of L’Oréal UK and Ireland.

The Prince’s Trust helps more than 56,000 young people a year turn their loves around and supports them in their journey into employment or education. Many of the 13 to 30 year-olds it helps are in, or leaving, care, facing issues such as homelessness or mental health problems, or have been in trouble with the law.