“Because I’m Worth It” is the iconic phrase of a generation of women who stopped apologizing for prioritizing themselves over their spouses on occasion. Written in 1973 when a social revolution and a new spirit of feminism was in full swing, the words became closely associated with beauty brand, L’Oréal Paris. Now launching its latest hair product, L’Oréal Paris’ Magic Root Precision Pen (available next month on Amazon), the brand is reintroducing the phrase in a new campaign that brings to life its values of beauty and diversity, The Roots Family.
The celebrity-studded webisode series, now live on L’Oréal Paris’ YouTube channel, spotlights the individuality of each unique person by uniting brand ambassadors who widely span generations. Needless to say, together they form a family. The Family is aptly named, as each member has a serious root problem on their hands. There’s Maxine Roots (Helen Mirren), the forgetful and eccentric mother of Marilyn (Andie MacDowell) and Maxwell (Jonathan Saxby). Maxwell’s wife, Melinda Roots (Morena Baccarin), is a part-time philanthropist. Meredith Roots (Aja Naomi King), on the other hand, is a full-time drama queen. In addition to her penchant for dramatics, Meredith, along with her sister Margaret (Luma Grothe), is dealing with the issue of scattered gray hairs. Luckily, the family has found a magic root touch up solution that works for everyone.
L’Oréal Paris humorous shines a spotlight on this entertaining family united in common by their pesky gray roots. To resolve their hair woes, the brand highlights its complete range of temporary root-centric products. The new Magic Root Precision Pen joins its Magic Root Coverup and Root Rescue.