Can you believe it has been 40 years since L’Oréal Paris launched their landmark “Because I’m Worth It” slogan? Has it really been that long? It’s true. The slogan reflects an extraordinary journey that has accompanied women’s empowerment over the past four decades.
Written in 1971 when a social revolution and a new spirit of feminism was in full swing, these four words are bound to the time of their creation. While the commercial’s primary message related to the justification of product pricing – a more important social significance emerged: a woman’s value was to be found not only in her physical beauty but also in her sense of self-worth. “This celebration is about the extraordinary journey of a slogan that resonates today more than ever with women’s aspirations all around the globe. It reflects a certain vision of Beauty, made of self-esteem and empowerment, two values which we are very proud to have at the core of our Brand” says Cyril Chapuy, Brand Global President. Today, the slogan has been translated into 40 languages, and reflects L’Oréal’s diverse conception of Beauty.
In honor of this momentous anniversary, we are asking you, our readers to leave us your “because I’m worth it” memory or favorite product that you will splurge on. One luck winner will win mine. Just leave us a comment to this post and we will pick a winner on Friday, December 2 (just remember to leave your email address). What is mine? Eye cream! Since the age of 19 I have been using eye cream religiously. Mind you at that age I didn’t have much money to spend on it, but as the years passed I spent more and more. Knowing that eyes are the first thing to reveal age, I figure I am totally worth spending a king’s ransom…and I do! I love good eye cream. What do you splurge on? Do share!
– Lauren Dimet Waters
