Do We Still Need A Makeup Company To Tell Us We're 'Worth It'?
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Yesterday L’Oréal Paris celebrated the 40th anniversary of its slogan “Because I’m Worth It” with a star-studded Parisian soiree, but some believe the phrase needs an update. When the line debuted in 1971 it played into the emerging feminist movement, but it’s unclear if modern women still need to be convinced that they deserve to treat themselves to drug store beauty products.
In the 1970s, L’Oréal needed to talk consumers into buying their hair color even though it was more expensive than Clairol’s products. L’Oréal aligned itself with women’s empowerment with a phrase that told women their beauty decisions should focus on what makes them happy. Clairol was still using phrases from a pre-Peggy Olsen era that focused on how women were perceived by other people, such as “Does she…or doesn’t she? Only her hairdresser knows for sure” and “What would your husband do if suddenly you looked ten years younger?” Jane Fonda said at the L’Oréal event,