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".
