L’Oréal Paris Canada has launched a deeply moving new brand film starring acclaimed Canadian singer-songwriter Charlotte Cardin. Developed in collaboration with McCann Montréal, Cult Nation, and denim, the campaign explores the internal battle with self-doubt and celebrates the often difficult, yet transformative, journey toward self-acceptance.
“Charlotte embodies everything L’Oréal Paris stands for—confidence, creativity, and fearless self-worth,” said Edouard Hottebart, general manager of L’Oréal Paris Canada. “We’re thrilled to welcome her to the L’Oréal Paris family.”
Directed by Mathieu Fortin with cinematography by André Turpin, the visually poetic film invites viewers into Charlotte Cardin’s intimate world. The narrative is a raw and stripped-down meditation on the inner voice that questions our value—a voice that too often whispers we are not enough. But through moments of quiet reflection and artistic vulnerability, the film shifts toward strength, clarity, and affirmation.
“This campaign is about finding your worth by silencing the internal dialogue that holds us back,” noted Ambre Chekly, associate creative director at McCann Montréal. “It’s a vulnerable, stripped-back study of her process—how doubt becomes clarity, how quiet moments reveal strength, and how self-worth is reclaimed.”
The campaign launched with a teaser on July 1, followed by the full film's release on July 2, and has since been promoted across YouTube and Meta platforms. Aimed at Canadian women, the campaign delivers a powerful message of authenticity, reminding viewers that confidence is not about perfection—but about embracing one’s unique voice and worth.
Part of the global “Worth It” platform, this Canadian iteration follows last year’s impactful campaign featuring Jessica Campbell, the first full-time female assistant coach in the NHL. With Cardin now stepping into the spotlight, L’Oréal Paris continues its mission to uplift and inspire, championing the belief that every woman is—and always has been—worth it.
