Launched in 1971, this campaign transformed beauty advertising by celebrating women’s self-worth and empowerment rather than focusing on appearance alone.
It started with the groundbreaking slogan “Parce que je le vaux bien” (“Because I’m Worth It”), featuring women speaking directly to the camera, creating a personal and unapologetic connection that signaled independence.
Over decades, it evolved to include “Because You’re Worth It” and “We’re Worth It,” reflecting social progress and inclusivity. The campaign has been endorsed by stars like Viola Davis and helped establish L’Oréal’s brand identity as one advocating confidence and self-investment.