Because we're worth it

Arguably one of the most iconic lines in advertising our “Pure Slogan of The Week” is L’Oreal’s "Because you’re worth it". The slogan itself has had a fascinating journey and has very much embodied female empowerment to its consumers over the past four decades.

L'Oréal's classical slogan actually started as "Because I'm worth it" in the early 1970s. In the mid-2000s, this was changed to "Because you're worth it" and 2009 this was then updated to "Because we're worth it".

Following work from consumer psychologist Dr. Maxin Titorenko, it was argued that the term “we” led to the consumer feeling a greater involvement with the L’Oreal brand and in essence the feeling of becoming part of the L’Oreal community.

With the appearance of celebrity brand ambassadors such as Cheryl Cole, Eva Longoria, Aishwarya Rai, Penelope Cruz and Beyounce, L’Oreal has been able to enhance the impact of their slogan with role models to represent them to their consumers.

With the clever use of wording one has to admire the power and impact that this tagline has and that is why we have chosen it as our “Pure Slogan of The Week”. We’re so worth it!