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“Because I’m worth it”. It’s no doubt a tagline with which you’re all familiar, but did you know that this famous phrase has just celebrated its 40th anniversary?

In 1972, Ilon Specht, a 23-year-old copywriter at a New York ad agency was given the daunting task of creating an ad campaign to position L’Oreal Paris Preference hair colour as THE hair colour on the market. The brief came at a time when the ideals surrounding feminine beauty were set by men, at a time when women weren’t expected to think for themselves, when they were only just beginning to find their voices in society.

In creating the tagline, “because I’m worth it”, Specht was breaking from tradition, putting forward an entirely new way of thinking. One that said, “It’s no longer to please others or to be like everyone else that I choose this product...I’m doing it because it makes me happy and makes me feel good about myself. In the end, I owe it to myself to choose the product that is the very best, even if it’s more expensive, because it’s the best for me.”

Although the powerful tagline has evolved over the years from, “because I’m worth it” in the 70s, to “because you’re worth it”, in the 90s, and now to “because we’re worth it”, it continues to hold as much meaning and relevance as it did 40 years ago, and now empowers women all over the world.

 

What does the tagline, “because I’m worth it” mean to you?


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When asked what the tagline meant to them, here’s what some of L’Oreal Paris' most famous ambassadors had to say:

Member Comments (48)

Posted by: katshepsutt (Australia)

I remember this campaign - I was in my 2nd last year of highschool, and starting to work part time on weekends. A most interesting era when there was a lot of movement to bring issues out in the open that had previously only been whispered about behind relatively closed doors, especially where women were concerned. I didn't ever buy the hair colour, but it probably influenced me to some degree all the same - I couldn't wait to get paid (my meagre part-time wages) so I could race out and purchase skincare, perfume or makeup items.

Amazing that the slogan is still being used - it's all a bit sad that women still need to be reminded of their value, or that wanting to look and feel good is "ok"...

Posted on: February 28, 2012 (Feb 28, 2012 7:45am)

Posted by: lilpreeny (Australia)

It's about doing things to make ourselves feel good, not to make ourselves look better for others :)

Posted on: February 28, 2012 (Feb 28, 2012 8:48am)

Posted by: Princess Perfume (Australia)

That story reminds me very much of Peggy Olsen's position in Mad Men. I guess because I'm worth it means not forgetting to look after yourself and giving yourself some priority.

Posted on: February 28, 2012 (Feb 28, 2012 9:58am)

Posted by: B's Beauty (Australia)

i think its an extremely powerful tagline, empowers women to feel that they can spend that little bit of time out of their day to make themselves feel better, and not feel guilty for it!

Posted on: February 28, 2012 (Feb 28, 2012 10:05am)

Posted by: Evanescencessy (Australia)

The slogan is exactly what it suggests - we should look after ourselves, do things we like and want to do.

Posted on: February 28, 2012 (Feb 28, 2012 10:06am)

Posted by: Shonson (Australia)

Always loved the slogan. Reminds me of my mum, and that I am blessed to live in a time where women don't have to struggle as much. While I still think we have a little way to go, it's nice I can choose what and who I want to be. Nice reminder of how far we have come over the last 40 years.

Posted on: February 28, 2012 (Feb 28, 2012 10:33am)

Posted by: Nda (Australia)

Love this slogan! My interpretation of it is the same as Jane Fonda's :)

Posted on: February 28, 2012 (Feb 28, 2012 10:39am)

Posted by: Summerstar77 (Australia)

Not many beauty slogans have been around for this long and still have so much impact and immediate brand association! I think it's a great slogan because it makes you stop to think that beauty and skincare aren't just a daily routine, but something that you can enjoy and pamper yourself with because you deserve to.

Posted on: February 28, 2012 (Feb 28, 2012 10:45am)

Posted by: softness (Member since 2007, Australia)

Whenever I see a L'Oreal ad and I hear that tagline I'm thinking that this company is encouraging wormen to spend some money! I interpret it as: "Go on - go and spend some money on yourself - and make it L'Oreal if you can!" lol I know I know it's quite unphilosophical compared to what these famous women have said but it's just the way I've always interpreted it!

Posted on: February 28, 2012 (Feb 28, 2012 10:54am)

Posted by: PrettyPrincess (Member since 2008, Australia)

Wow! 40 years for a slogan is pretty great.

Posted on: February 28, 2012 (Feb 28, 2012 10:55am)

Posted by: Jenniqua (Australia)

Because I'm worth it, means that I value who I am and what happens to my face and body. Love this slogan, very important for all men and women.

Posted on: February 28, 2012 (Feb 28, 2012 11:05am)

Posted by: FiFi73 (Member since 2007, Australia)

Because I'm worth it, means I can and will spend as much time or money to make myself feel good.... And do you know why? Because "I am worth it!" ;)

Posted on: February 28, 2012 (Feb 28, 2012 11:11am)

Posted by: Neilrawson (Australia)

"Because I'm worth it", means that I am a valuable part of society and that nothing is too good for me, whether it be beauty essentials or things to do with life.
###Sandra

Posted on: February 28, 2012 (Feb 28, 2012 11:41am)

Posted by: sprinkles37 (Australia)

Its funny how something so simple can be so effective

Posted on: February 28, 2012 (Feb 28, 2012 12:07pm)

Posted by: Michelle Sweetheart (United States)

Catchy and open slogan.

Posted on: February 28, 2012 (Feb 28, 2012 12:14pm)

Posted by: Steve22 (Australia)

many women feel that they are not worth it which is probably why this slogan caught on i personally feel l'oreal products are good and within the average budget and never having much spare cash it suited me and 20 yrs on i still use the moisturiser although i stock up when i go back to uk as cosmetics are really expensive here

Posted on: February 28, 2012 (Feb 28, 2012 1:10pm)

Posted by: IndieAna (Member since 2008, Australia)

To me this means looking after myself, so I can in turn help others

Posted on: February 28, 2012 (Feb 28, 2012 1:42pm)

Posted by: TheDevineOne (Australia)

good slogan

Posted on: February 28, 2012 (Feb 28, 2012 2:25pm)

Posted by: Platinum Ms (Australia)

tagline to me means, don't feel guilty, you have the freedom to feel beautiful

Posted on: February 28, 2012 (Feb 28, 2012 2:39pm)

Posted by: Anita87 (Australia)

To me it means nothing is more valuable than me

Posted on: February 28, 2012 (Feb 28, 2012 3:01pm)

Posted by: Ms Jelena (Australia)

To me, this slogan goes beyond beauty - we should all know that we are worth good things in our lives and we should expect nothing less than that!

Posted on: February 28, 2012 (Feb 28, 2012 3:46pm)

Posted by: Pinktiffie (Australia)

I loved the Loreal campaigns growing up with Claudia and Andy in the ads. The slogan is a very powerful use of femininity and the love of wanting to look our best for ourselves.

Posted on: February 28, 2012 (Feb 28, 2012 4:04pm)

Posted by: Morrigan (Australia)

To me it means exactly what was already said: I'm free to look and feel beautiful and I won't feel guilty. Also, I'm beautiful because I think I am not because someone said I am. I deserve good things to happen to me and I deserve to have a good life and not settle for anything less! That of course includes superficial beauty.

Posted on: February 28, 2012 (Feb 28, 2012 4:33pm)

Posted by: diabla (Australia)

great slogan, so effective

Posted on: February 28, 2012 (Feb 28, 2012 6:55pm)

Posted by: Rpear (Australia)

What a slogan! The lucky person who came up With this one must be pretty happy! I think of everyone is worthy of looking and feeling great inside and out and about themselves!

Posted on: February 28, 2012 (Feb 28, 2012 6:58pm)

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