LESSONS OF WORTH

Lessons of Worth is a L’Oréal Paris series that calls for women to believe in their self-worth, and to recognize their innate values. Through inspirational video testimonials, L’Oréal Paris ambassadors speak to how the brands “Because You’re Worth It” mantra has empowered them personally.

L’Oréal Paris is More Than a Beauty Brand

When we say, “We’re Worth It,” it’s not a tagline, it’s a brand mission. Taking your beauty into your own hands is empowering. Believing in your own beauty is something no one else can control. That is your power. L’Oréal Paris is working towards the day when you hear, “we’re worth it,” and women everywhere will reply: “we never doubted it for a moment.”

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“I’m Worth It is about owning your right to be you, to stand in your truth with your body, your skin and your face which is going to change as the years pass.”
Kate Winslet

“The next time you hesitate before going after something you want, the next time you blush and brush off a compliment, the next time you doubt your place in the world, in the workplace, in your home or in your own skin, say these world to yourself: I’m worth it!”
Viola Davis

“We’re all different. We’re all unperfect. And that’s just perfect. We’re all enough, just as we are. And we are worth it.”
Elle Fanning

“We’re worth it when we do whatever we can to help make the world fairer for everyone.”
Nikolaj Coster-Waldau

A Legendary Tagline Uniting Women Everywhere

Coined in 1971 by Ilon Specht, a young 23-year-old female copywriter at Manhattan ad agency, McCann, L’Oréal Paris’ signature tagline resonates with audiences now more than ever before.

The first advertising message to ever highlight self-confidence, this world-renowned tagline is an empowering message that unites consumers around the brand.
“Because We’re Worth It” has since become symbolic with empowering women of all ages and backgrounds to believe in their beauty and sense of worth. The inspirational and culturally diverse women who front the brand worldwide make the phrase relevant not just for their generation and their mother’s generation, but for generations to come.

Since its inception, “Because You’re Worth It” has been translated into 40 languages and has become the militant tagline uniting women around the world, encouraging them to fearlessly embrace their ambitions and believe in their self-worth every day.

Fifty years on, a message that hasn’t aged a day

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