L’Oréal Paris Celebrates 40 Years of its Landmark Signature: “Because I Am Worth It"

4 Words, 4 Decades and the Story of a Legendary Slogan that has Revolutionised the Way Women Think About Themselves

Mumbai, 16 March 2012: For the last 40 years, women from all over the world have been uttering a landmark phrase: “Because I’m Worth it”. These four timeless words are a reflection of women’s potential to express themselves. They give every woman the right to be whoever she wants to be, and reinvent herself in any way she wants: a reflection of the social progress that women have made over the past 40 years. Today, the signature embodies the notion of women’s emancipation and empowerment, and remains more than ever modern, inspiring and faithful to all women’s aspirations.

A success story for the L’Oréal Paris brand, the signature was first written in 1971 by copywriter Ilon Specht. Written strictly from a woman’s point of view the ad broke new ground at a time when a social revolution and a new spirit of feminism was in full swing. Almost the minute the ad hit, it became clear that these four words had struck a chord. For the first time the message was all about what women thought; it was about her self confidence, her style her decision.

Nathalie Gerschtein, Director of L'Oréal Paris in India says, “Our legendary signature – “Because you’re worth it”, has empowered women over the past 40 years. L’Oréal Paris is not just a leading beauty brand, but also a brand that embodies self-confidence and empowerment. Today, being a L’Oréal Paris woman means being an individual with a charismatic personality, a determined outlook and a strong personality.”

“Because I’m Worth it” has become part of our social fabric: these timeless words have entered our collective language. In India, the slogan resonates stronger than ever and has been brought to life for over a decade by L’Oréal Paris brand ambassadors Aishwarya Rai Bachchan, Sonam Kapoor & Freida Pinto. Dedicated to celebrating the diversity of beauty, the values of the brand shine through in its choice of ambassadors from across the globe. From Aishwarya Rai  Bachchan, Sonam Kapoor, Eva Longoria, Frieda Pinto, Beyonce, Jane Fonda, Jennifer Lopez, Aimee Mullins and Gong Li - this varied and talented group of women symbolize the synergy between products of superior effectiveness and outstanding personalities, centered on a single strong affirmation:  “Because I ‘m worth it”

To celebrate the 40th Anniversary of its legendary signature, “Because I’m Worth It”, L’Oreal Paris, in association with Femina, is hosting the ‘L’Oréal Paris Femina Women Awards 2012’ on March 22nd in Mumbai. The awards will celebrate and honor the most accomplished women in for their talents, grace and ability to inspire. Taking this sentiment further, and to celebrate 40 years of a timeless slogan, L’Oréal Paris has initiated the ‘Who’s Worth it to You?’ contest, wherein one can nominate that extraordinarily special woman in their lives, who’s worth it to them. 10 entries will be shortlisted from which the jury of the L’Oréal Paris Femina Women Awards 2012 will choose one winner. The winner will be a guest of honour at the L’Oréal Paris Femina Women Awards 2012 award ceremony.

To participate in the ‘Who’s Worth It To You’ contest log onto Lorealparisindia on Facebook and lorealparis.co.in. One can also participate by filling out the forms available at all the L’Oreal Paris counters/outlets across India.  

About L’Oréal Paris:

Present in more than 120 countries, L'Oréal Paris provides accessible luxury for all those who demand excellence in beauty. A philosophy which stems from the research carried out in our laboratories and our will to make professional expertise accessible. Icons of the arts, fashion and beauty, our spokespeople are passionate and talented individuals. These women and men of all ages, looks and origins are sources of inspiration for our generation thanks to their vision, engagement and talent.  Some of the iconic & innovative products from the L’Oreal Paris portfolio available in India are Excellence Crème, Total Repair 5 haircare, Youth Code, Hydrafresh, Volume Million Lashes Mascara, Colour Riche lipsticks and True Match foundations.

L'Oréal Paris truly believes that, whatever your age, gender, ethnicity or look, "you're worth it".