Viola Davis’ recent role may not require any acting, but it passes the message of empowerment like none! The Academy Award winning actress has been named the newest face of L’Oréal Paris, marking her first ever beauty contract.
Viola Davis announced about her new partnership on social media with a glamorous photo of herself wearing red lips and her natural hair. She captioned the post as “The self-affirming words of, “Because I’m worth it” have always given me chill bumps,” Davis wrote. “What a joy it will be to not just say them over and over again…but to spread the message of worth to women around the world. It is a gift.” In yet another post, she shared a snippet of a new promo of the brand in which she says with conviction, “A woman’s potential is boundless. Only you can define your worth. We are worth it.”
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After joining hands with L’Oréal, Viola Davis was quoted saying, “As a young girl, I wasn’t always told that I was smart, beautiful, or worthy. I worked tremendously hard to get where I am today—overcoming feelings of doubt to become a woman who truly believes I am ‘worth it’ in every way”, as the actress emphasized on the importance to build confidence in women from a young age and to role model “diverse perspectives of beauty”. Davis joins the likes of Jane Fonda, Helen Mirren, Courteney Cox, Celine Dion, Camila Cabello, Eva Longoria, Vanessa Williams, and How to Get Away with Murder co-star Aja Naomi King, as the face of the popular brand. She is set to appear in ad campaigns for L’Oréal’s Age Perfect, with TV, print, and digital ads debuting later this month.
L’Oréal is devoted to encouraging self-worth and inclusivity, and Davis’ incredible career on the big screen and as a humanitarian is an extension of that message. L’Oréal Paris Global Brand President Delphine Viguier-Hovasse said in a statement, “Viola’s tenacity, authenticity and bold spirit resonate with and inspire so many people. She challenges the status quo in all aspects of life and her drive to succeed has proven itself time after time – she leads by example and is the perfect conduit to elevate our core message, ‘Because I’m Worth It’.”