L’Oréal transformed beauty advertising

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.

Campaign Evolution

Analysis of how L’Oréal’s message shifted over time to reflect feminist values and the broader empowerment of women. The campaign cleverly transformed the product’s premium price into a statement of personal value, transcending mere selling points to create emotional connections.

Renault Clio Trilogy (1990s)

This series of humorous and relatable ads from the ’90s elevated Renault Clio’s appeal through clever storytelling, using indirect wit and charm. The campaign showcased the car’s value and quality with memorable punchlines and funny narratives, directed by Ridley Scott. It created emotional bonds with consumers by portraying everyday situations infused with French flair and humor.

Read this campaign overview:

understand-culture
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.