L'Oréal Paris is #OWNINGIT with Courteney Cox and Amber Heard in new campaign

L'Oréal Paris is encouraging women to “own” their hair with the launch of its new campaign for its Superior Preference Hair Color.

Described as a “rallying cry” to women worldwide to celebrate their personal achievements and choices, the #OWNINGIT campaign stars actress Courteney Cox alongside fellow actresses and L'Oreal ambassadors Amber Heard and Julianne Moore, who share their own stories of owning their life and their hair colour.

Anne Marie Nelson-Bogle, Senior Vice President, Marketing at L'Oréal Paris USA, said: "Since launching over 40 years ago, Superior Preference has stood for more than just hair colour. Its message of empowerment and championing women is more relevant today than ever before.

"With this new campaign, we want to inspire women to powerfully own it across all facets of their life – from their personal and professional passions to their approach to beauty, including their hair colour."

Aquaman star Heard added: "There was a time where I was fighting against the external representation and presentation of myself and what other people thought about that. But now, I just own it.

"I own my blonde and I own being me. Just like my hair, there are many more dimensions to my life than meet the eye."

The Own It TV ad will premiere this weekend during the Golden Globes, and will be rolled out across social, digital and print media in the following months.

Meanwhile, former Friends actress Cox said: "Above all, I own being a mom and nurturing my relationships.

"Being a good mom, a good partner and a good friend are three of the most important things to me. I try to own it by always being there and listening.

“As for my hair, simply stated, my brunette colour is who I am."

First launched in 1973, L'Oréal Paris' Superior Preference Hair Color marked the first use of the brand's iconic tagline 'Because I'm Worth It' and is available today in more than 50 shades.