40 years of incredible success.
The famous « Because I’m worth it » L’Oréal Paris is an absolutely unique marketing case. Slogan has never experienced such a long life and have known fame through the ages, continents and social movements. Symbol of liberation, taking into account the individual and self-esteem, he synthesizes the desires of women (and now men) self-affirmation.
Timeless, the phrase has undergone some facelift over time to stick to the values of our societies. The « Because I’m worth it » turns into « Because we’re worth it », less distancing and less individualistic.
Discover below the legend with a videographers on the slogan and the anniversary ceremony, chaired by Jane Fonda.