L’Oréal Paris Celebrates 50 Years Of Their Iconic ‘Because You’re Worth It’ Slogan

A vintage L’Oréal Paris ad

“Because you’re worth it.” Few taglines have reached such an iconic status as this timeless slogan by L’Oréal Paris. Just in time for International Women’s Day, the slogan is celebrating its 50th anniversary and it still has as much oomph, power and recognition as it did five decades ago. “For me, to be a part of this beautiful brand at such a monumental anniversary is quite humbling,” says Ali Goldstein, President, L’Oréal Paris. “I think of everyone that played a role before me and are threaded through the L’Oréal Paris fabric. From the scientists who pioneered countless industry firsts, to the marketers who developed innovative products with memorable campaigns, to the spokeswomen we all recognize from commercials and magazines, and everyone in between. Wow, it has been a history-making 50 years indeed.”

Since “Because you’re worth it” was first uttered by Joanne Dusseau in 1971, the tagline has been delivered by everyone from Cybil Shepard to Diane Keaton, Jennifer Lopez and Beyoncé, to name but a few. Over the last half century, it has been translated into 40 languages and has resonated with women all over the globe. “I feel so very, very honored to be the first spokeswoman for L’Oréal Paris,” Dusseau says. “I took the tagline, ‘I’m worth it,’ seriously. I felt it all those thousands of times I said it. Every one of them. I never took it for granted. Over time, it changed me for the better. I gained self-confidence and relaxed more.”

The tagline was coined by Ilon Specht, a junior female copywriter in her early 20’s, during the Mad Men era of advertising when it was still a male-dominated industry in every way, making the phrase even more revolutionary. “Up until then, almost everything you saw [in the advertising landscape] was women doing things because they wanted to be attractive to men,” Specht says. “I wanted a more assertive, more contemporary, real woman and I wanted it to benefit women. So, I sat in my little corner there and I wrote my own commercial.”

PROMOTED

“Because you’re worth it” launched in the 1970’s when the conversation about women’s rights was finally being heard. “At the time, the original ads—and generally most others as well—objectified women versus giving them a strong voice and narrative, let alone a rallying cry,” Goldstein says. “Certainly, being introduced at the time of the feminist movement made it that much more relevant, but what we love most about it (then and now) is that the sentiment is not polarizing, it’s unifying. It’s truly something everyone can identify with to some degree.”

Since its inception, the tagline has inspired different generations of women. “You see the tagline, ‘I’m worth it’ or derivations from it, in all different contexts,” Dusseau says. “In the grocery store, at gyms, on the sides of buses. It’s a part of society as a thing in itself. It’s an inspirational concept and the world has latched on.”

The reason the tagline still resonates with women 50 years later is that its significance has evolved over time, yet it’s still incredibly relevant. “While women have made tremendous progress over the past 50 years, their self-worth continues to be tested—from the challenges of the past year to things like the gender pay gap and ageism in Hollywood,” Goldstein says. “We know there is still a lot more work to be done in the next 50 years and we look forward to seeing the progress women will continue to make. Everything starts and ends with self-worth, and that is perennial. It applies to all ages, genders, races and creeds. We need to perpetually reinforce this in our next generation and all of those to come.”

A vintage L’Oréal Paris ad from 1976

L’Oréal Paris will mark the 50th anniversary of the tagline several ways. That kicked off with debuting their newest commercial at last week’s Golden Globes, which united many of their past and present spokeswomen. All of their ads in 2021 will include a nod to the anniversary. There will also be celebratory social content over the next few months from their spokeswomen and other members of the L’Oréal Paris family. Additionally, they’ll partner with retailers to bring “Because you’re worth it” to life in stores and online in September.

“We certainly have a lot to celebrate over 50 years of worth, and you will see it across all our brand touchpoints and activations this year,” Goldstein says. “We are committed to bringing the tagline to life across the brand every day, from our product innovations to our philanthropic efforts like Women of Worth, which celebrates everyday women doing extraordinary things in their communities. We are slated to double our support for this decade-plus long program in 2021. This 50th year will also include ample support of our cause, Stand Up Against Street Harassment, which serves people the tools to help educate and empower them to stand up safely to street harassment.”

Ultimately, the aim for “Because you’re worth it” is to continue to resonate with women for the next five decades. Goldstein says, “I hope to continue to do the tagline justice, and to evoke the same feelings that Ilon had in that conference room 50 years ago for generations to come.”

Some kids dream of growing up and becoming President of the United States, or going into outer space. I, on the other hand, always dreamed of becoming a writer. That’s

推荐文章