L’Oréal Paris Canada celebrates the 50th anniversary of its infamous slogan, “Because We’re Worth It”. Not a tagline, but rather an inspiring mission that remains at the heart of the brand today, L’Oréal Paris has always stood by women and believed in their worth. First created in 1971 and today translated into 40 languages, “Because We’re Worth It” has resonated not only with Western consumers but also in Asia, Eastern Europe, Africa and the Middle East, reflecting the extraordinary journey of women’s empowerment over the past five decades.
“Because We’re Worth It;” It seems unbelievable that our famous tagline is 50 years old. For half a century, we have been relentless in our dedication to empowering women, accompanying them on their journey, by their side, said Delphine Viguier-Hovasse, Global Brand President, L’Oréal Paris. “Backed by pioneering science, our beauty products and services give confidence and power to women, helping them take the place they deserve in society. Each in her unique way, our international Spokespeople personify this empowered and inclusive vision of beauty. Our cause, Stand Up Against Street Harassment, also reflects this dedication to helping every woman walk freely towards her destiny. Our mission will only be accomplished when we no longer need to remind women of their worth.”
Coined in 1971 by Ilon Specht, a young 23-year-old female copywriter at Manhattan ad agency McCann, the L’Oréal Paris signature was considered revolutionary at the time in its bold message and in that it featured a woman’s voice (most advertisements for women’s products at the time featured a male voice, which was thought to be more authoritative). “Because We’re Worth It” has since become symbolic with empowering women of all ages and backgrounds to believe in their beauty and sense of worth. Since its inception, the memorable slogan has been translated into 40 languages, reflecting the brand’s global expansion and diverse notion of beauty.
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