'Just do it', 'The best a man can get', 'Show us your crack' ... They're all slogans that have in some way captured our attention, seared themselves into our consciousness and given us a powerful catchphrase to remember a brand by. And this year marks the 40th anniversary of another successful catchphrase, L’Oréal’s ‘Because I'm Worth it’, which was thought up by a 23-year-old copywriter in New York in 1971 "when a new spirit of feminism was in full swing". We've got a hamper containing an assortment of L’Oréal Paris skincare for both men and women, hair care products and cosmetics worth more than $420 to give away to one lucky StopPresser, so add your favourite slogan of all time to the comment wall and the best effort gets the goods.
While the original ad's primary message was an attempt to justify the fact that L’Oréal's haircare product Preference was more expensive than Clairol's Nice 'n Easy, it also managed to tap into the idea that a woman’s value was not just found in her physical beauty but also in her sense of self-worth.
'Because I’m Worth it' became the brand’s international statement in 1997, and was extended from haircare to make-up and skincare products as the brand expanded globally. Variations of the tagline using the pronouns “You” and “We”, appeared in campaigns from the 1990s and then in the late 2000s, and the slogan has been translated into 40 languages.