L’Oréal Paris Philippines turns 'sayang ka' into a movement for confidence

L’Oréal Paris Philippines is challenging long-held cultural perceptions with its latest campaign film, “Sayang ka? No, I’m worth it.” The video, now streaming on YouTube, TikTok, and Facebook, invites viewers to redefine what it means to be successful, confident, and unapologetically themselves.

Produced in collaboration with Pulse and LitLab Studios, the campaign spotlights the emotional weight behind the phrase “sayang ka” - a common Filipino expression that roughly translates to “What a waste.” Rather than accepting that label, the film flips the narrative, empowering individuals to assert their value with conviction: “No, I’m worth it.”

Through compelling storytelling and cinematic visuals, the campaign celebrates authenticity and resilience, reminding audiences that self-worth should never be measured by external expectations or timelines.

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“It speaks to anyone who has ever been told they are not enough, who has struggled to meet the expectations of others, or who has felt the pressure to conform,” said L’Oréal Philippines. “The video’s emotional tone, paired with its sleek and modern production, makes it a timely addition to the lifestyle and culture landscape especially as audiences continue to seek content that uplifts, empowers, and reflects genuine human experiences.”

The campaign features three women whose personal journeys reflect the campaign’s message - actress Janella Salvador, media personality KaladKaren, and Miss Universe 2015 Pia Wurtzbach-Jauncey - each turning words of judgment into declarations of strength.

“People have said, ‘Sayang, ang bata mo pa, nagka-anak ka na agad’ (Such a waste, you’re still so young, and you already had a child.) But I’ve learned that being a mother doesn’t lessen my worth - it deepens it,” shared Salvador. “This campaign reminds women like me that every choice we make, every chapter we live, adds to who we are. There’s no such thing as ‘sayang’ when you’re living your truth.”

KaladKaren added, “I’ve heard it so many times - ‘Sayang ka, trans ka. Sayang, ang ganda mo pa naman’ (What a waste, you’re trans. Such a shame, you’re actually so beautiful.) But there’s nothing to be wasted in being who I am. My truth is my power. And that’s what this campaign is all about - turning judgment into pride, and saying with confidence, ‘No, I’m worth it.’”

“When I got married, people would say, ‘Sayang, puro ka trabaho tapos nag-asawa ka pa’ (What a waste, you were all about work and then you went and got married.) But happiness doesn’t have just one formula,” said Wurtzbach-Jauncey. “Whether it’s work, love, or self-growth - every decision we make for ourselves is valid. Knowing your worth means owning your story, not apologising for it.” 

More than a beauty campaign, “Sayang ka? No, I’m worth it.” stands as a social statement - challenging gender norms, dismantling stigma, and reframing how self-confidence is expressed in Filipino culture. By reclaiming the language of judgment and transforming it into empowerment, L’Oréal Paris continues to strengthen its global mission: to help every woman recognise her worth.

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