Because You’re Worth It – L’Oreal Slogan Explained!

Are you looking for the meaning of L’Oreal’s Slogan: Because You’re Worth It? If yes, this article is going to explain it to you in detail.

As an entrepreneur, I’m very interested in learning about the slogans of some successful companies like L’Oreal. Because it inspires me to use the same kind of marketing tactic in my own business.

So in the past week, I have studied a lot of materials about L’Oreal’s Slogan: Because You’re Worth It. I’m going to share with you my findings about the slogan. You may find it very inspirational if you are a business student or business owner.

In this article about “Because You’re Worth It”, I’m going to cover the following topics:

What Does “Because You’re Worth It” Mean?

The slogan “Because You’re Worth It” is the militant tagline uniting women around the world, encouraging them to embrace their ambitions fearlessly and believe in their self-worth every day.

The slogan has changed from “Because You’re Worth It” to today’s “Because We’re Worth It.”

By not offering a cookie-cutter model of what a woman should look like, the slogan was revolutionary. 

It’s a powerful message that empowers consumers to rally around our world-renowned tagline, the first to ever emphasize self-confidence in advertising.

“We’re Worth It” is not just a tagline; it’s a brand mission. Taking charge of your beauty is empowering. You are the only one who can determine your own beauty. You have that power. L’Oréal Paris is aiming for the day when you hear, “we’re worth it,” and women everywhere will reply, “we never doubted it for a second.”

Ilon Specht created the iconic tagline in 1971 at age 23, a young copywriter at Manhattan’s McCann agency. Today, it resonates with audiences more than ever.

As Specht puts it, “‘Because I’m worth it’ makes it about me and my decision, whereas ‘Does she or doesn’t she’ makes it about someone judging you.”

Since then, “Because We’re Worth It” has become symbolic with empowering women of all ages and backgrounds to believe in themselves and feel worthy. 

Women of all generations who carry the brand worldwide make it relevant not just for their generation and their mother’s generation, but for generations to come.

Many women were moved by the idea. Gladwell noted that L’Oreal was surprised to find that a large segment of its users were first-timers. They weren’t teenagers experimenting with streaks; they were women going through divorces.

“We had far more women who were getting divorced than Clairol had. Their children had grown, and something had happened, and they were reinventing themselves,” Herta Herzog, former L’Oreal head researcher, shared in Gladwell’s book.

“When you’re younger, you get frightened. We were told not to have sex, not to do anything that toed the line, to be good girls. And many listened,” Specht says. 

50 years later, women know one thing for a fundamental, undeniable fact: They’re still worth it. Her message was one of the ways they seized control of their identities, their bodies, and their appearances.

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How Was The “Because You’re Worth It” Slogan Created?

L’Oréal Paris’ iconic tagline has evolved from “Because I’m Worth It” to “Because You’re Worth It” to its most recent plural form, “Because We’re Worth It.”. 

The phrase itself is so widely known that it frequently appears on trivia shows around the world, but the story behind it is much less well-known.

In fact, the tagline was originally created 40 years ago, though in a slightly different form. The phrase was first coined in 1989 by Ilon Specht, a young New York copywriter, as ‘Because I’m Worth It’, reflecting the women’s rights movement of the time. 

Grammatically, the shift to “you’re” emerged in the 1990s, but can be seen in print ads dating back to the 1970s. 

L’Oréal recently changed the line again, this time to softer-sounding ‘Because We’re Worth It’, perhaps as a response to the need for brands to appear more inclusive, and less greedy, in these hard times. 

Time will tell if this iteration resonates as much with today’s world as the ‘you’re’ version did in the 2000s.

Although some of us today have issues with a company representing feminism, the resulting L’Oréal ads were revolutionary at the time because they featured a woman speaking for herself

In 1971, L’Oreal used the “Because I’m Worth It” tagline to convince consumers to spend more on their products than Clairol.  Currently, the slogan is translated into 40 languages and represents the brand’s image worldwide. 

“In 1971, it was revolutionary. Women weren’t used to feeling like we were worth it. Even though I was successful and famous, I did not feel like I was worth it,” Fonda said, adding: “All of us have been changed because we’ve been able to say those words thanks to L’Oreal.”

“For me personally, it’s a statement of absolute self confidence and empowerment,” Freido Pinto said of the slogan. She is currently starring in Jean-Jacques Annaud’s Black Gold, which hits French theaters next week.

Chinese actress Fan Bingbing said: “For me, it is also a language of love.”

“It’s a very personal thing to say that you’re worth it,” Aimée Mullins explained, adding: “We have the power to create and recreate who we are every day.”

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How Did The “Because You’re Worth It” Campaign Work?

In Paris, Jane Fonda wore her best French accent to celebrate the 40th anniversary of L’Oreal Paris’ iconic slogan, “Because I’m Worth It.”. 

In addition to Fonda, fellow brand ambassadors Aimée Mullins, Ines de la Fressange, Fan Bingbing, and Freida Pinto celebrated the timeless catchphrase at the Hotel d’Evreux at the Place Vendome.

“If you really think about it, there are very few great slogans and ‘Because I’m Worth it’ is one of them,” Fonda said.

As far as iconic catchphrases go, L’Oréal Paris is unsurpassed in its approach to beauty and cosmetics and its “Because you’re worth it” slogan has become synonymous with the brand. 

Since its inception in 2021, the quip has been inspiring people around the world with its message of empowerment and sentiment.

The first time it was used was to advertise L’Oréal’s Preference hair dye, which at the time was the “most expensive hair color in the world” and therefore one women could buy for themselves because, yes, they were worth it.

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What’s the Impact of the Slogan “Because You’re Worth It”?

Throughout the company’s history, the phrase has evolved and continues to serve as a concise summary of what L’Oréal Paris represents. 

In launching new territories and categories, “Because you’re worth it” became an important directive. Today, it has been translated for use over 40 times, and remains a valuable reminder felt most strongly by those who make up L’Oréal Paris’ internal management structure.

As the company’s first female president, Delphine Viguier-Hovasse says that in 2021 – 111 years after the brand was founded – she is not just managing a cosmetics brand, she is managing a brand that will support women in feeling confident about themselves..” 

Nuances such as this are important not only for decisions made in terms of product lines, but also for the millions of women who depend on L’Oréal Paris to make themselves feel good in whatever way they prefer.

“We are a transformative brand for women who create change,” she continued. “We want women to have a seat at the negotiating table in every field: economic, artistic, educational, scientific, political… Because, we are all worth it.”

“These powerful words are about inclusion and opportunities — and that’s a timeless notion,” Viguier-Hovasse, global brand president, said. “We are committed to removing the barriers between women and their ambitions and our mission will only be accomplished when we no longer need to remind women of their worth.”

This phrase first appeared in an advertisement for L’Oréal’s Preference Hair Color, which the brand called a product of its time. “The women’s rights movement was emancipating women from the housewife persona of the ’50s and the tagline was a reflection of what the brand stood for,” L’Oréal said via press release.

Specht wanted to do something innovative for the time period – she wanted the woman in the advertisement to speak for herself. “In advertising [created by men] the woman was a complete object, I don’t think she even spoke,” Specht said. “I wanted to portray a real woman who was more assertive and more contemporary. I wanted the ad to benefit her.”

Here is the original copy of the “Because I’m Worth It” advertisement: “I use the most expensive hair color in the world. Preference, by L’Oréal. It’s not that I care about money. It’s that I care about hair. What’s worth to me is the way my hair feels. It feels good against my neck. Actually, I don’t mind spending more for L’Oréal. Because I’m worth it.”

There was a lot revolutionary about that first commercial, and not just because it was written by a woman and featured a woman talking about a product designed just for her (imagine that). 

In addition, it showed a woman who felt good about herself rather than seeking a man’s attention.In addition, it showed a woman who felt good about herself rather than seeking a man’s attention.

 “I could just see that they had this traditional view of women, and my feeling was that I’m not writing an ad about looking good for men, which is what it seems to me that they were doing,” Specht told The New Yorker 20 years after the initial ad came out. “I just thought, f*ck you. I sat down and did it, in five minutes. It was very personal. I can recite to you the whole commercial, because I was so angry when I wrote it.”

The message of L’Oréal Paris marked a turning point in beauty advertising, and has endured through the decades. 

During the 1970s and 1980s, the women’s rights movement gained momentum; in the ’90s, L’Oréal Paris expanded into new markets including the Middle East, India, and Asia, making the tagline renowned worldwide.

During its fifth year of collaboration with The Prince’s Trust, the brand has continued to champion people’s rights with programs like “All Worth It,” which aims to improve young people’s self-esteem, confidence, and self-respect.

Now, in 2021, to mark International Women’s Day, L’Oréal Paris announces its commitment to eliminating street harassment and continuing the conversation around female empowerment. 

The brand has partnered with the NGO Hollaback! To create the platform “Stand Up,” which consists of training sessions providing tools for those who have been harassed in public spaces.

The brand also has many ambassadors who are passionate about self-love and confidence, such as Jane Fonda, Viola Davis, Elle Fanning, and Eva Longoria.

“We believe that there is no ‘one size fits all’ vision: beauty is universally unique. Our spokespeople personify dedication and female strength, inspiring every woman to believe in her sense of worth and we are proud to work with unique, diverse, and committed role models,” the brand said, adding, “in every campaign, when they assert the words, “Because We’re Worth It,” they amplify L’Oréal Paris’ message, empowering every woman to celebrate her worth.”

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Why Is the Business Slogan Important For L’Oreal?

In advertising, slogans are short, catchy phrases. An effective slogan can draw attention to a brand or product. 

Marketing slogans have been around for a long time, but today they are everywhere, used by a variety of brands. 

In a good slogan, the product’s benefits should be highlighted. Memorable slogans will also highlight a brand’s image. 

A phrase with meaning resonates more strongly with customers than a brand’s name alone, because a good slogan provides more than assurance of commitment, but also explains what the brand stands for.

Slogans are important in marketing for the following reasons:

Brand positioning and recognition

A brand’s identity is determined by its logo, slogan, and name. 

A catchy slogan will help you establish brand recognition in the marketplace if it is memorable and catchy. Your brand’s positioning will be determined by the tone and language of your slogan.

Building better customer relationships

Slogans serve as a connection between a business and its related customers for centuries. 

In turn, this results in a positive attitude towards brands whose slogans are remembered by their audiences.

Stand out from the crowd

The slogan of a brand should be distinctive. People will remember your brand that way. 

It is possible to identify your brand without mentioning its name or product by mentioning its slogan. 

Make your product more popular

The slogan can tell the audience not only about the product, but also about its advantages. 

The slogan describes how people view a product. Therefore, a slogan can be used as a marketing strategy to enhance the appeal of your product.

Final Words: Because You’re Worth It

Ilon Specht was a 23-year-old copywriter working for L’Oréal Paris’ New York agency when she first created the slogan “ Because You’re Worth It”, having become disillusioned with writing advertisements that only addressed the male gaze. 

Specht’s words and concept revolutionized beauty advertising, which had been solely dominated by male voices up until then. 

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Because You're Worth It - L'Oreal Slogan

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