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L’Oréal Paris Canada has launched a bold new campaign, 'Worth,' in honour of International Women’s Day. The initiative highlights Jessica Campbell, Assistant Coach of the Seattle Kraken and a Canadian from Saskatchewan, and the first woman to coach a professional men's hockey team.

Since its inception in 1971, L’Oréal Paris' tagline “Because I’m Worth It,” has been a cornerstone of female empowerment, championing self-confidence and the belief that every woman deserves to feel valued. Now, this globally recognised message takes on a new local focus as L'Oréal Paris partners with McCann Montreal to create a campaign that inspires Canadian women to believe in their worth and push through self-doubt.

L’Oréal Paris has typically used celebrities as spokespeople, but for this project, the team took a different approach, showcasing a woman who has paved the way forward for others behind the scenes of the male-dominated sport.

The hero film starring Jessica, which was directed by Lucy Sandler at Denim, focuses on overcoming imposter syndrome.

“Jessica Campbell is a true icon of empowerment and leadership,” said, Edouard Hottebart, general manager at L'Oréal Paris Canada. “Her dedication to progress, not just for women in hockey but for all women and girls, aligns perfectly with the values of L’Oréal Paris. We are excited to support Jessica as she continues to shatter barriers and inspire women everywhere to pursue their passions and believe in their worth.”

“Hockey is still one of the most male dominated sports out there. The fact that a Canadian woman has become the first female coach in pro hockey is monumental”, says Megha Kumar, senior copywriter at McCann Canada. “We wanted to celebrate her achievements and inspire other Canadian women to embrace their worth.”

Launched on March 8th, 2025, in honour of International Women’s Day, the campaign will be visible across multiple digital and social media platforms, including YouTube and TikTok.