L'Oréal’s Global Brand President tells the story behind their iconic slogan and why she wishes she could decommission it. Created in 1971 by a young female copywriter in the US, the now infamous L'Oréal ‘Because I’m worth it’ slogan, affirming female worth, came at a time when men were dominating the conception of female-targeted advertising. “It was at the beginning of feminism in the US.
And claiming the self-worth of a woman in an advert, it was really the first time it happened,” Delphine Viguier-Hovasse, Global Brand President at L'Oréal Paris, told Euronews Culture at the Cannes Lions International Festival of Creativity. “It has been building the whole story of [**L'Oréal Paris**](VivaTech 2022: Luxury group LVMH and beauty giant L’Oréal on embracing metaverse and new tech) since then, giving power to women and giving them a sense of self-worth.” is far wider than previously thought, according to a World Bank Group published in March.
It claims women enjoy fewer than two-thirds of the rights of men, and that not even the wealthiest economies. Viguier-Hovasse believes the L'Oréal slogan has passed the test of time, more than half a century now, because “claiming and shouting out loud that women are worth it is still so relevant.” “Those words are radical in reality, and we still need them to be radical,” she said.
These radical words were penned by 23-year-old Ilon Specht. Though their longevity is something to be admired, Delphine .
