To re-affirm the beauty brand’s ‘I’m worth it’ proposition in a corporate social responsibility context and re-connect with a younger generation, L’Oréal Paris partnered with youth charity, The Prince’s Trust. Activity involved a celebrity-fronted communications campaign and a training programme, centred on a common purpose to turn self-doubt into self-worth. Over three years, training engaged almost 10,000 young people online or face-to-face with confidence-boosting support. Results included young people reporting increased self-confidence, increased awareness for the charity, widespread staff engagement, improved image metrics for the brand, and an estimated £8m societal benefit.