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For Your Information. The essential press release by l’Oréal Paris.




  www.lorealparis.com
Société




                          L’Oreal’s “Because I’m Worth It” 40 Years Later
                          by Pascal Beucler, semiologist.


                          Women finding their voices
                          At the beginning of the 1970s a 23-year-old copy writer at
                          a New York advertizing agency, Ilon Specht, was assigned         L’OREAL MEANS THE BEST
                          an exceptional mission : Create THE campaign to esta-
                          blish Préférence by L’Oreal as the new benchmark hairco-         SCIENCE, IN AND OF ITSELF.
                          lor on the American market, which was then dominated
                          by Clairol with its iconic tagline, “Does she or doesn’t she?”   THE BRAND’S SCIENTIFIC ADVANCES
                          (See Malcolm Gladwell’s well-known article, True Colors,
                          in the March 22, 1999 issue of The New Yorker.)                  ARE UNIQUE IN THE WORLD.
                                                                                           THE BRAND’S PRODUCTS ARE
THE IDEA : BREAK SHARPLY
                                                                                           PURELY AND SIMPLY BETTER.
WITH THE EXISTING CODES
                          MISSION IMPOSSIBLE.                                              A visionary break with the past
            The planned comparative ad based on scientific stu-
            dies showing the technological superiority of L’Oreal’s THE LINE THAT SAID IT ALL AND SAID IT WELL!
            Préférence over Clairol’s Nice ‘n Easy was banned because
            the research in question had not been conducted in the / First, the deeper meaning. L’Oreal put forward a brand
            United States. Panic ensued. What were they going to do? new way of thinking: A woman doesn’t choose Préférence
                                                                      to conform to social conventions and accepted norms
                                                                      (see Clairol…), she chooses Préférence because L’Oreal
                                                                      is truly different, in terms of both performance and tech-
"PREFERENCE BY L'ORÉAL IS THE                                         nology. It’s no longer to please others or to be like eve-
                                                                      ryone else that I choose the product that’s best for hair.
MOST EXPENSIVE, BUT YOU CAN                                           I’m doing it because it makes me happy and makes me
                                                                      feel good about myself. In the end, I owe it to myself to
SEE IT'S WORTH IT. SO AM I.".                                         choose the product that is best in and of itself, even if
                                                                      it’s more expensive, because it’s the best for me. This dual
                                                                      message has been extremely valuable to the brand:
                          THE IDEA :                                                       / L’OREAL MEANS THE BEST SCIENCE, IN
                          break sharply with the existing codes portraying women           AND OF ITSELF. THE BRAND’S SCIENTIFIC
                          as silent objects. At best, as subjects that could barely        ADVANCES ARE UNIQUE IN THE WORLD.
                          think for themselves, subjugated by esthetic standards set       THE BRAND’S PRODUCTS ARE PURELY
                          by men—husbands, lovers or even fathers—but always by            AND SIMPLY BETTER.
                          men. Be pretty, be good and be quiet.
                          It was the creative anger, the feminist spark of a rebel-        / L’OREAL MEANS THE BEST HAIRCARE
                          lious 23-year-old young woman from California that               FOR ME, THE PRODUCTS THAT INCREASE
                          made possible this break with the past. Nearly 40 years          MY SELF-CONFIDENCE, AND THEREFORE
                          later Ilon Specht’s line at the end of the famous ad is still    MAKE ME HAPPIER. ALTHOUGH THE “MY”
                          as fresh as ever:                                                PHRASEOLOGY USED SO OFTEN TODAY
                                                                                           WAS NOT YET CURRENT, ONE COULD
                                                                                           HAVE ALREADY SPOKEN IN TERMS OF “MY
                                                                                           L’OREAL.”


                                                                                           L’OREAL IS TRULY DIFFERENT,
                                                                                           IN TERMS OF BOTH PERFORMANCE
                                                                                           AND TECHNOLOGY
"IT'S WORTH IT. SO AM I."                                                                  Techne & Psyche. Identity & Ipseity. Things have come
                                                                                           full circle. Lessons from the study of motivationism as it
                                                                                           pertains to advertizing then in vogue in the US had been
                                                                                           perfectly assimilated or, in any case, illustrated: It’s the
                                                                                           consumer’s personal intimate relationship with a brand
                                                                                           that counts and which forms the basis of any desire for its
                                                                                           products (What has the brand done for me and what has
                                                                                           the brand done with me, not only concerning my rela-
                                                                                           tionships with others but, above all, concerning the way
                                                                                           I feel about myself?
                                                                                           As Baudrillard so aptly phrased it in his 1968 work, The
                                                                                           System of Objets, we buy an object but we consume a
                                                                                           symbol.
société


                  / Second, the form it took. L’Oreal’s message shatte-
                  red the codes of advertizing, and by extension cultural
                  codes, in an America that held rather conservative views
                  of a woman’s proper role in society. The silent, voiceless
                  Clairol woman, with only a male voice-over (!) stood in
                  noisy opposition to the L’Oreal woman with a voice of
                  her own, therefore with her own power. There’s no man
                  speaking and no man judging her (“Does she or doesn’t
                  she?”) and she’s put herself front and center. A radical
                  change in perspective that shook up the tendency to
                  conform to social norms—as well as the male chauvi-              L’OREAL’S MESSAGE SHATTERED
                  nism—that was prevalent at the time. As you know, the
                  result was that L’Oreal made impressive gains in market          THE CODES OF ADVERTIZING,
                  share.

A RADICAL CHANGE IN PERSPECTIVE
THAT SHOOK UP THE TENDENCY
                                                                      THE “I” WAS THE “I” SPOKEN
TO CONFORM TO SOCIAL NORMS
                                                                      BY A WOMAN TAKING FULL
           They took a risky bet and they won, spectacularly. So it’s
           easy to understand why L’Oreal Paris is now celebrating CONTROL OF HER LIFE
                  this key moment in its history!
                  For nearly 40 years, the brand promise has remained
                  on a continuum, always about the added value the pro-            Changing values "From I to We"
                  duct creates for people. If self-esteem is indeed that
                  very personal, internal attitude that allows a woman to    What we might call the grammar of value of L’Oreal’s
                  say to herself that she has value, that she’s “worth it”,  tagline has evolved over the years, from the “I” of the
                  that she’s unique and that she’s important, especially in  70s to the “you” of the 90s to the “we” of the final years
                  her own eyes, then L’Oreal is indisputably THE brand of    of the last decade.
                  self-esteem.                                               The “I” was the “I” spoken by a woman taking full control
                  With, as a bonus, the worldwide and unparalleled fame,     of her life during the era of the women’s liberation
                  appeal and durability of the words, “Because I’m worth it.”movement.
                                                                             The use of “you” signaled a change toward a context
                  As Gladwell reminded us in his legendary article, where women were enjoined to act and to identify with
                  L’Oreal’s Préférence became the brand that symbolized certain ideals, a context where the brand’s celebrity
                  life changes, the brand for women determined to rein- spokeswomen began to play a dominant role. The origi-
                  vent themselves and take control of their lives. One study nal, self-proclaimed “me” was replaced by a unifying “me,
                  even showed that there were many more divorced women too”, with, no doubt, an element of greater conformity
                  among L’Oreal users than among Clairol users: “They as well.
                  changed their lives and their hair. But it wasn’t one thing or
                  the other. It was both.”




                                                                                   The more recent and more hesitant “we” would appear to
"THEY CHANGED THEIR LIVES AND                                                      aim at greater inclusiveness, a greater emphasis on com-
                                                                                   munity, which clearly speaks to a deep-seated contempo-
THEIR HAIR. BUT IT WASN'T ONE                                                      rary aspiration. This is evidenced by the womanofworth.
                                                                                   com initiative where we see Andie MacDowell saying (“You,
THING OR THE OTHER. IT WAS BOTH ”.                                                 me, us, we’re so worth that !”) and Beyoncé (“Worth it,
                                                                                   it’s about connecting with other people.”) asking women
                                                                                   to help identify “a woman who makes a beautiful diffe-
                                                                                   rence in (their) community.”
                                                                                   All of these evolutions and changes, have, in a few decades,
THAT WAS PREVALENT AT THE TIME.                                                    contributed to reshaping how the brand is perceived in
                                                                                   terms of its relationship to women and self-esteem.
AS YOU KNOW, THE RESULT WAS
THAT L’OREAL MADE IMPRESSIVE                                                       L’OREAL IS INDISPUTABLY
GAINS IN MARKET SHARE.                                                             THE BRAND OF SELF-ESTEEM.
                                                                                   By the same token, it is worth taking another look at
L’OREAL’S PRÉFÉRENCE BECAME                                                        the original and perhaps prematurely loosened bond
                                                                                   between brand and consumer- "It's worth it > So am I."
THE BRAND FOR WOMEN
                                                                                   To supplement the occasional studies that have been
DETERMINED TO REINVENT                                                             conducted from time to time, a more in-depth analysis
                                                                                   of the nature and the meaning of this general trend is no
THEMSELVES AND TAKE                                                                doubt necessary.
                                                                                   Above and beyond exploring the effects of changing the
CONTROL OF THEIR LIVES                                                             “who” in question, in other words, the subject of the sen-
                                                                                   tence, (I, you, or we), such an analysis would be enriched
                                                                                   by also taking into account the profound changes in our
                                                                                   value system in light of the economic, ecological and
                                                                                   ethical crises our society is currently undergoing.
                                                                                   More to come...
interview




Cyril Chapuy Global President
l’Oréal Paris International
WHAT DOES THE “BECAUSE I’M WORTH IT” SIGNATURE
MEAN FOR YOU?                                                    HOW HAS THIS SIGNATURE BEEN
                                                                 A MILESTONE IN BEAUTY HISTORY?
Very few Brands – and all the more Beauty Brands - can proud
themselves of having such a famous landmark signature that We need to understand that « Because I’m Worth it », when it
speaks to every consumer in every country. “Because I’m was first created in 1971, was like a revolution in advertising.
Worth it” is the claim that millions of consumers have heard These four words have broken with the existing codes of the
and have dreamed of. A claim that has played a key role in our time that reduced women to some mute object subjected to
outstanding success throughout the world. If we are today the aesthetic norms set by men. While Clairol’s advertisements
the Worldwide Leading Cosmetic Brand, it is because we have were spoken by a male voice, L’Oréal Paris offered a radical
been able to reach out to every market and every consumer, change in perspective with a female narrator, speaking in the
expand our expertise and innovations abroad, understand our first-person. With “Because I’m Worth it”, L’Oréal becomes the
consumers’ needs and respond to them. “Because I’m Worth it” Brand associated with life changes, giving women new ways to
has certainly contributed to such a success story by creating reinvent their lives. Women changed their lives and their hair.
an intimate relationship with every woman from every place; It wasn’t one thing or the other. It was both...
it has accompanied their emancipation, their independence,
their progressive recognition in society…it has given them DOES THE SIGNATURE CONTINUE TO BE RELEVANT TODAY?
back the power, the means to go one step further, to accomplish
their dreams and be who they want to be…through Beauty.          Absolutely, and today more than ever.
                                                                 The signature became the Brand’s global claim in 1997, trans-
WHAT IS THE IMPORTANCE OF CELEBRATING                            lated on all markets, in every language. It really contributed
ITS ANNIVERSARY TODAY?                                           to the globalization of L’Oréal Paris and its successful expan-
                                                                 sion. “Because I’m Worth it” evolved with society. From “I”, we
40 years old is a good age…the best age…a symbolic age… switched to “You” and then “We” to establish its role in the col-
It is about maturity and renewal…We’re celebrating 40 years lective community of strong women balancing out the many
of a motto that has been created by a woman for women and facets of their lives and their history.
that has always perfectly matched women’s deep aspirations. A The “We” encompasses us all, and reunites those who share our
signature that shows that we have always believed in women’s values, around our large family of our Spokespersons. It is such
values and found the way to change Beauty into a path to a modern motto!
empowerment.
                                                                 HOW DO YOU WANT THIS SIGNATURE TO BE EMBODIED?
But celebrating our 40th Anniversary means that we have at
least another 40 years to go! And our ambition is to continue to Through charismatic, modern, genuine, beautiful Ambassadors!
accompany our consumers in their quest for Beauty. “Because The claim is of course deeply related to the Spokespersons
I’m Worth it” and today “Because You’re Worth it” is such a that are featured in our ads. “Because You’re Worth it” in Jane
modern tagline. It speaks to both an 18-year old girl who is at Fonda’s mouth does not exactly mean the same thing that in
the early stages of her life and a more mature woman for whom Madame Ines de la Fressange or Fan Bing Bing’s ones. Each of
self-esteem and confidence mean something slightly different, our Spokesperson expresses it in her own way, with her style,
in the light of her experience.                                  attitude, character…It is the strength of L’Oréal Paris : being
Gladwell acknowledged: “… “Because I’m Worth It” has ente- able to refer to different aspirational worlds.
red the language…and taken on a meaning well outside the If we were to sum up what “Because You’re Worth it” means, I
stayed intention.”                                               would say that it is all about Beauty…Not a set of unchanging
                                                                 rules and criteria but expressed in very diverse ways, reflec-
                                                                 ting strong, authentic personalities with depth and substance.
                                                                 It is such a tribute to all women!
interview




                                     Beatrice Dautresme, Formerly Executive Vice-President
                                     CEO of the L’Oréal Corporate Foundation,
                                     for Corporate Communications and External Affairs of L’Oréal from 2005 to
                                     2010 and the first woman member of the Executive Committee of L’Oréal. She
                                     joined L’Oréal in 1972.

                                     YOU ARE A WITNESS OF THE INTERNATIONALIZATION
                                     OF « BECAUSE I’M WORTH IT”. CAN YOU
                                     TELL US MORE ABOUT THIS SIGNATURE?

                                     I remember, in the 70’s, the Prospective meetings we had with
                                     François Dalle, then President and CEO of L’Oréal. I was in       L’ORÉAL HAD ENTERED
                                     charge, at the time, of the L’Oréal mass hair colour products in
                                     the Marketing team, and he used to narrate to us how L’Oréal      AND CONQUERED THE US
                                     had entered and conquered the US Hair colour market with a
                                     very bold and daring strategy that he initiated against all the   HAIR COLOUR MARKET
                                     US commercial teams afraid of a frontal battle with Clairol.
                                     He knew that US hair colour users would instantly perceive        WITH A VERY BOLD
                                     the higher quality of Preference, not just because of its refined
                                     colours but for the increased softness, manageability and shine   AND DARING STRATEGY
                                     of the Preference formula. So he decided to price Preference
                                     higher than Clairol because he sensed that American consu-
                                     mers would understand the equation: higher price = higher THROUGHOUT YOUR CAREER, YOU HAVE NEVER
                                     quality. This was the foundation of the premium positioning STOPPED PUTTING “WORTH-IT WOMEN” UNDER
                                     of the L’Oréal products that would prove later such a winning THE SPOTLIGHT. DO YOU THINK BEAUTY
                                     strategy. The rest and how Mc Cann Ericsson translated that IS A PATH TO SELF-ACHIEVEMENT FOR THEM?
                                     formidable strategy into its legendary slogan is history…
                                                                                                       It is true that I have always searched all means to highlight
                                     ACCORDING TO YOU, HOW DID THE SIGNATURE                           the role of women in society. I strongly believe that no society
Photo page de droite : Kai Juneman




                                     CONTRIBUTE TO MAKING L’ORÉAL PARIS                                can progress without an equally balanced number of men and
                                     THE WORLDWIDE BEAUTY LEADER?                                      women amongst its decision making circles. My role at the
                                                                                                       head of the L’Oréal Corporate Foundation is a true testimony
                                     This signature was instrumental in making L’Oréal a true world- to that desire. And beauty or physical enhancement can help
                                     wide leader in Beauty. It represented a huge step forward in the women (and men equally), to better interact with each other in
                                     way women were portrayed and perceived in the advertising society, breaking the existing social barriers. Beauty can help
                                     world and the world at large. From plain consumers women women project a more assertive, empowered image of them-
                                     became empowered actors of their beauty purchases. They selves, and therefore assume the larger role they deserve in
                                     discovered new motivations to improve their looks, a renewed society.
                                     self-esteem and a higher, more assertive sense of themselves.
                                     And what has been particularly powerful about this signature
                                     is that it has underlined and matched women’s generational
                                     and cultural evolutions around the world. It has never been
                                     out of place or out of time.
interview




            Danielle Korn, Executive
            Vice President, Director of Broadcast
            Operations, McCann Erickson
            WHEN AND WHY WAS S THE SLOGAN BIWI “BECAUSE                             HOW DID THE SLOGAN BIWI
            I’M WORTH IT” FIRST CREATED?                                            REVOLUTIONIZE ADVERTISING?

            I wasn’t there 40 years ago but, from what I’ve heard, it was           I don’t think anybody had ever done anything like it before.
            one of those stories of inspiration and perspiration. The crea-         It was the sort of message that empowered women and no one
            tive directors, Ilon Specht and Ira Madras, were working very           had ever thought of saying “It’s alright to spend more money
            late trying to come up with a new slogan for L’Oreal. The next          on yourself.” That wasn’t the way most people thought in those
            morning Ilon return to the office saying she’d had a revelation,        days. The slogan truly revolutionized advertizing in many ways
            an epiphany: The slogan would be “Because I’m worth it.” At             and for many reasons. L’Oreal has always been one the bench-
            that time, four decades ago, there was little talk of empowering        mark, gold standard brands, the brand everyone wants to work
            women, of their being “worth it,” so it was a quite a statement         with. Celebrities have always wanted to do L’Oreal ads because
            on their behalf. The idea of a woman having the confidence to           the campaigns are beautiful and because they make an impor-

                                                                                                                                                        Aude Gandon, Executive Vice-President Europe
            say, “It’s alright if I spend a few extra dollars for this particular   tant statement about self-worth. “Because I’m worth it” has
            brand, because it’s good and I’m worth it” was new. It was a            evolved over the years. From “I’m worth it” to “you’re worth

                                                                                                                                                        Worldwide Account Director McCann Erickson
            message that truly empowered women.                                     it” to “We’re worth it” were all revolutionary messages. The
                                                                                    words have even become part of our everyday language and
                                                                                    people associate those words with L’Oreal. Women talk about
« IT’S ALRIGHT IF I SPEND A FEW                                                     what it means and now men are even talking about it. (As you        HOW HAS THE USE OF SPOKESPERSONS IMPACTED                          HOW DO YOU THINK BIWI ADVERTIZING WILL EVOLVE IN
                                                                                    know, we’re going to enter the men’s market as well.) Women         L’OREAL PARIS ADVERTISING?                                         THE YEARS TO COME?
EXTRA DOLLARS FOR THIS                                                              had never felt that way about themselves and they didn’t think
                                                                                    they had the right to spend money on themselves. The slogan         It’s had a huge impact. L’Oreal was one of the first brands to     I see it evolving continuously since, obviously, to be able to
PARTICULAR BRAND, BECAUSE                                                           changed that.                                                       sign actresses and celebrities to advertise their products. It’s   meet the needs of a rapidly changing world, everything has to
                                                                                                                                                        been quite powerful because, suddenly, women of all types were     evolve. But there are going to be constants. The values of the
IT’S GOOD AND I’M WORTH IT »                                                        HOW HAVE SPOKESPERSONS MADE THE STATEMENT                           represented women with different lives, different skills, diffe-   L’Oreal Paris brand are self-esteem and beauty, which is deeply
                                                                                    THEIR OWN? HOW HAVE THEY RELATED IT TO THEIR                        rent careers, women coming from very different backgrounds         connected to self-esteem. There will always be a dedication to
                                                                                    OWN LIVES?                                                          as well as women with quite different types of beauty. It’s all    innovation, dedication to product performance, dedication
            DID YOU KNOW ILON SPECHT PERSONALLY?                                                                                                        very inspirational. Encouraging people to realize that there are   to women, and now to men and to teenagers, too, since we
            WHAT SORT OF WOMAN WAS SHE?                                             Having been with L’Oreal for 23 years, I’ve worked with many        so many different kinds of beauty is what L’Oreal is all about.    have products for them as well. That’s who we are and we’re
                                                                                    celebrities, among others, Cybil Shepherd, Diane Keaton, Jane                                                                          not going to forget our core values. We’re about beauty, self-
            Since I wasn’t there at the time I didn’t know her personally.          Fonda, Beyonce, Jennifer Lopez and Freida Pinto. Every single       IN YOUR OPINION, IN WHAT WAYS IS THE BIWI BASELINE                 esteem, innovation and product performance. Of course, all of
            Ilon was working with Ira Madras on the entire campaign, and            one of them has made the statement her own. Just as Ilon Specht     STILL MODERN?                                                      that will be continuously updated and modernized as will the
            she deserves full credit for the slogan because it was her idea.        did 40 years ago, they each identify with those words and feel                                                                         look of the brand. The media through which we communicate
            Advertizing is an art, and like any other art, what is happe-           that it’s an important message to communicate—to women in           I think it’s more modern than ever before! Women have gone         will also evolve. Like every other business around the world, it
            ning to the artist inside, what he or she is going through psy-         general, to women in their particular age group or community        through an amazing evolution, a revolution every woman from        won’t be just the advertizing that changes. It’s not just about
            chologically, is often expressed in the message his or her work         or culture—Black, Hispanic or European—no matter whether            everywhere around the world, from the developed markets to         TV and print anymore, it’s about digital and about the retail
            conveys. It was no doubt an important message for her at that           they’re rich or poor, old or young. They’ve all felt good about     the developing markets. Women’s roles in society have chan-        environment. All of this is especially relevant to beauty care
            period in her life. She must have needed to express her own             having the opportunity to say those words. I don’t remember         ged enormously and they continue to evolve. L’Oreal as a brand     because it’s all about making dreams come true. Things won’t
            sense of worth and felt it was a time when many other women             whether it was Heather Locklear or Andy MacDowell, but at           has always been very forward-thinking and it was quite brave       be unrecognizably different, of course, but the messages will be
            were experiencing the same need.                                        some point, either Heather or Andy said, “I’m not sure if I’m       of them to use that baseline back in the 70s. When you think       conveyed by different media in different ways.
                                                                                    comfortable saying ‘I’m worth it’. I mean, it’s okay but I want     about it, in the 70s it was pretty bold to have women saying
                                                                                    other women to feel like they’re worth it too.” That had an         “Because I’m worth it.” It meant women had the right to think
                                                                                    impact on us and we thought perhaps we should make the mes-         of themselves as valued and appreciated, the way L’Oreal had
                                                                                    sage more inclusive. Maybe we should be saying “we’re worth         always valued and appreciated them. L’Oreal is dedicated to
                                                                                    it” or “you’re worth it” because that makes it acceptable for       women, to making them feel more powerful and more confi-
                                                                                    all of us to feel that sort of self-esteem. So, we've listened to   dent. L’Oreal encourages them to push back their limits, to
                                                                                    our celebrity spokespersons and they’ve helped us evolve the        make themselves stronger and happier to bring out the best in
                                                                                    brand.                                                              themselves for the future.
spokewomen                                                                                                        spokewomen

                                                                                                                                                                           Fan Bing Bing
Claudia Schiffer                                                                                                                                                           “I adore this slogan,
                                                                                                                                                                           especially the word            Gong Li
“ Beauty is individual                                                                                                                                                     “worth”. It symbolizes
to everyone and can be                                                                                                                                                     the self-confidence and         “It has had a
found in many different                                                                                                                                                    power of a person, which is    revolutionary
things. It means that you                                                                                                                                                  exactly what I seek.”          influence on
should respect yourself                                                                                                                           Madame Ines                                             Chinese women
and treat yourself well.”                                                                                                                         de la Fressange                                         and their views
                                                                                      Diane Kruger                                                                                                        about beauty and
                            Andie Macdowell                                                                                                       “It is about self-                                      cosmetic. In our
                                                          Freida Pinto                “Every woman has a        Gwen Stefani                      esteem – being                                          hearts, L’Oreal
                            “ I think it                                              right to feel beautiful                                     able to love                                            Paris is no
                            encourages women              “ Beauty truly lies         and make sure she         “Just trying to be                yourself so you                                         longer a brand,
                            to see and feel their         in the hands of the         feels good in her         good to yourself                  can love others                                         but the symbol
                            value; for every              beholder but self-          own skin. The famous      because we really                 better. It’s a                                          of beauty and
                            woman to know they            confidence and               slogan emphasizes         are all worth it!”                great source of                                         fashion.”
                            are worth it. ”               keeping it ‘real’ goes      this.”                                                      pride!”
                                                          a long way! ”




                                                                                                                                                                                                         Eva Longoria
                                                                                                                                                                                                         “My mother used
                                                                                                                                                                                                         to buy the red
                                                                                                                                                                                                         lipstick at the
                                                                                                                Diane Keaton                                                                             pharmacy. And i
Milla Jovovich              Aimee Mullins                                                                                                                                                                would sneak into
                                                                                                                “I always said…it should be                                                              her purse and put
“That all women deserve     “It’s a very powerful and                                    Lætitia Casta          “we’re” worth it…not “I’m”                                                               it on. One day,
the best in life!”          eternal slogan which                                                                worth it. Because we are all                                                             she caught me and
                            we can all claim for our                                     “Each woman            women, all sizes and shapes and      Doutzen Kroes                                       i thought i would
                            own. If you can remind                                       deserves the best      ethnic backgrounds. Women are                                                            be in trouble but
                            yourself that you are            Liya Kebede                 and thanks to          powerful and I mean all women.”      “That every woman should be                         she told me,“go
                            worth investing the time                                     L’Oréal Paris it is                                         proud of who she is and it's a                      ahead, you’re
                            and energy to take care of       “That a woman has           possible for her                                            celebration of our strength.                        worth it” ”
                            yourself, others will treat      embraced her inner          to reach it. Women                                          Real beauty does come from the
                            you that way, too.”              beauty, her value, and      are more confident                                           inside for me.”
                                                             her power and is ready      when they feel
                                                             to share it with the        pretty, loved and
                                                             world.”                     desired.”
interview




WHAT DOES THE CLAIM “BECAUSE I’M                                    HOW HAS IT RESONATED FOR YOU?
WORTH IT” MEAN TO YOU ?
                                                                    But, the women’s movement and the empowerment that the
Many, if not most, women feel guilty if they spend time on          movement refers to has to do with laws, policies, women’s
themselves. What “Because you’re worth it,” means for me is,        voices being heard in the entire public arena. Beauty doesn’t
“You women have the right to look and feel your best. When          really have anything to do with this except in a bad way: it
you look and feel good, you are better able to face all the chal-   is often easier for beautiful women to get hired. The L’Oreal
lenges of your busy lives.”                                         slogan, for me, is more about personal empowerment—how a
                                                                    woman feels about herself.
IN YOUR OPINION, HOW HAS BEAUTY
CHANGED WOMEN’S LIFE?                                               WHAT GIVES YOU CONFIDENCE?

Beauty has been a boon for women but also a terrible burden.        I feel confident when I am with people who love me; when I
We are often made to feel that we are worthless if we aren’t        am good at something; when something I’ve done gets recogni-
beautiful. We all need to encourage women to understand that        tion; and when I know I look my best---such as when I walked
some of the most beautiful women in the world are not beau-         the red carpet in Cannes for L’Oreal!
tiful in the standard way, but beautiful because they feel good
about themselves— inside. They shine. Often these are women         WHAT IS IT TO BE A L’ORÉAL SPOKESPERSON?
who were made to feel beautiful by their parents, so that is
something else we need to do: educate parents to make their         There are lots of aspects to being a L’Oreal spokesperson: I earn
children feel beautiful no matter what their shape or size.         money which often goes to my non-profits; I get to know other
                                                                    fascinating women...like Aimee Mullins and Freida Pinto; I get
WHAT KIND OF MESSAGE / ADVICE WOULD LIKE                            my favorite skin creams and makeups free, I have to learn to
TO PASS ON TO YOUNGER WOMEN’S GENERATION ?                          try and be glamorous on camera (which is very different than
                                                                    being an actor and it’s hard for me), and I get to know interes-
Young women need to be taught to respect themselves, their          ting, hip, business people.
bodies and their looks no matter what. They need to unders-
tand that beauty comes in all shapes and sizes and colors and
that it is how you feel about yourself, how you carry yourself      "YOUNG WOMEN NEED TO BE
(posture, attitude), that matters most. This means eating heal-
thy, fresh food and exercising to stay fit. It also means caring    TAUGHT TO RESPECT THEMSELVES,
for their skin and, especially young adolescents , keeping their
skin clean and moisturized.                                         THEIR BODIES AND THEIR LOOKS
IN YOUR OPINION, HOW DOES THE SLOGAN                                NO MATTER WHAT".
HAS ACCOMPANIED WOMEN’S EMANCIPATION
OVER THE PAST 4 DECADES?                                            WHAT ARE YOUR FORTHCOMING PROJECTS?

In terms of the Women’s movement, no progress would have            I have my new, best selling book about living and aging, Prime
been made for women’s equal rights and emancipation had             Time, coming out in France in February. I have a new French
women across the world not believed they were worth it—             film coming out soon, “... Et si on vivait tous ensemble?”, with
worth having the right to vote, worth being CEOs, worth being       Pierre Richard, Guy Bedos, Claude Rich, Geraldine Chaplin
free from violence and sexual abuse and so forth. So the slogan     and Daniel Bruhl. I will start a new movie in 2012. I have new
that L’Oreal chose in 1971 is appropriate in that “being worth      fitness programs on DVDs that are coming out in the U.S. now.
it”resonates with women.                                            I am writing 3 new books about adolescents and sexuality. I am
                                                                    starting to learn to play tennis and soon I will start tap dancing
                                                                    lessons.

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L'Oréal: The Worth It Issue

  • 1. For Your Information. The essential press release by l’Oréal Paris. www.lorealparis.com
  • 2. Société L’Oreal’s “Because I’m Worth It” 40 Years Later by Pascal Beucler, semiologist. Women finding their voices At the beginning of the 1970s a 23-year-old copy writer at a New York advertizing agency, Ilon Specht, was assigned L’OREAL MEANS THE BEST an exceptional mission : Create THE campaign to esta- blish Préférence by L’Oreal as the new benchmark hairco- SCIENCE, IN AND OF ITSELF. lor on the American market, which was then dominated by Clairol with its iconic tagline, “Does she or doesn’t she?” THE BRAND’S SCIENTIFIC ADVANCES (See Malcolm Gladwell’s well-known article, True Colors, in the March 22, 1999 issue of The New Yorker.) ARE UNIQUE IN THE WORLD. THE BRAND’S PRODUCTS ARE THE IDEA : BREAK SHARPLY PURELY AND SIMPLY BETTER. WITH THE EXISTING CODES MISSION IMPOSSIBLE. A visionary break with the past The planned comparative ad based on scientific stu- dies showing the technological superiority of L’Oreal’s THE LINE THAT SAID IT ALL AND SAID IT WELL! Préférence over Clairol’s Nice ‘n Easy was banned because the research in question had not been conducted in the / First, the deeper meaning. L’Oreal put forward a brand United States. Panic ensued. What were they going to do? new way of thinking: A woman doesn’t choose Préférence to conform to social conventions and accepted norms (see Clairol…), she chooses Préférence because L’Oreal is truly different, in terms of both performance and tech- "PREFERENCE BY L'ORÉAL IS THE nology. It’s no longer to please others or to be like eve- ryone else that I choose the product that’s best for hair. MOST EXPENSIVE, BUT YOU CAN I’m doing it because it makes me happy and makes me feel good about myself. In the end, I owe it to myself to SEE IT'S WORTH IT. SO AM I.". choose the product that is best in and of itself, even if it’s more expensive, because it’s the best for me. This dual message has been extremely valuable to the brand: THE IDEA : / L’OREAL MEANS THE BEST SCIENCE, IN break sharply with the existing codes portraying women AND OF ITSELF. THE BRAND’S SCIENTIFIC as silent objects. At best, as subjects that could barely ADVANCES ARE UNIQUE IN THE WORLD. think for themselves, subjugated by esthetic standards set THE BRAND’S PRODUCTS ARE PURELY by men—husbands, lovers or even fathers—but always by AND SIMPLY BETTER. men. Be pretty, be good and be quiet. It was the creative anger, the feminist spark of a rebel- / L’OREAL MEANS THE BEST HAIRCARE lious 23-year-old young woman from California that FOR ME, THE PRODUCTS THAT INCREASE made possible this break with the past. Nearly 40 years MY SELF-CONFIDENCE, AND THEREFORE later Ilon Specht’s line at the end of the famous ad is still MAKE ME HAPPIER. ALTHOUGH THE “MY” as fresh as ever: PHRASEOLOGY USED SO OFTEN TODAY WAS NOT YET CURRENT, ONE COULD HAVE ALREADY SPOKEN IN TERMS OF “MY L’OREAL.” L’OREAL IS TRULY DIFFERENT, IN TERMS OF BOTH PERFORMANCE AND TECHNOLOGY "IT'S WORTH IT. SO AM I." Techne & Psyche. Identity & Ipseity. Things have come full circle. Lessons from the study of motivationism as it pertains to advertizing then in vogue in the US had been perfectly assimilated or, in any case, illustrated: It’s the consumer’s personal intimate relationship with a brand that counts and which forms the basis of any desire for its products (What has the brand done for me and what has the brand done with me, not only concerning my rela- tionships with others but, above all, concerning the way I feel about myself? As Baudrillard so aptly phrased it in his 1968 work, The System of Objets, we buy an object but we consume a symbol.
  • 3. société / Second, the form it took. L’Oreal’s message shatte- red the codes of advertizing, and by extension cultural codes, in an America that held rather conservative views of a woman’s proper role in society. The silent, voiceless Clairol woman, with only a male voice-over (!) stood in noisy opposition to the L’Oreal woman with a voice of her own, therefore with her own power. There’s no man speaking and no man judging her (“Does she or doesn’t she?”) and she’s put herself front and center. A radical change in perspective that shook up the tendency to conform to social norms—as well as the male chauvi- L’OREAL’S MESSAGE SHATTERED nism—that was prevalent at the time. As you know, the result was that L’Oreal made impressive gains in market THE CODES OF ADVERTIZING, share. A RADICAL CHANGE IN PERSPECTIVE THAT SHOOK UP THE TENDENCY THE “I” WAS THE “I” SPOKEN TO CONFORM TO SOCIAL NORMS BY A WOMAN TAKING FULL They took a risky bet and they won, spectacularly. So it’s easy to understand why L’Oreal Paris is now celebrating CONTROL OF HER LIFE this key moment in its history! For nearly 40 years, the brand promise has remained on a continuum, always about the added value the pro- Changing values "From I to We" duct creates for people. If self-esteem is indeed that very personal, internal attitude that allows a woman to What we might call the grammar of value of L’Oreal’s say to herself that she has value, that she’s “worth it”, tagline has evolved over the years, from the “I” of the that she’s unique and that she’s important, especially in 70s to the “you” of the 90s to the “we” of the final years her own eyes, then L’Oreal is indisputably THE brand of of the last decade. self-esteem. The “I” was the “I” spoken by a woman taking full control With, as a bonus, the worldwide and unparalleled fame, of her life during the era of the women’s liberation appeal and durability of the words, “Because I’m worth it.”movement. The use of “you” signaled a change toward a context As Gladwell reminded us in his legendary article, where women were enjoined to act and to identify with L’Oreal’s Préférence became the brand that symbolized certain ideals, a context where the brand’s celebrity life changes, the brand for women determined to rein- spokeswomen began to play a dominant role. The origi- vent themselves and take control of their lives. One study nal, self-proclaimed “me” was replaced by a unifying “me, even showed that there were many more divorced women too”, with, no doubt, an element of greater conformity among L’Oreal users than among Clairol users: “They as well. changed their lives and their hair. But it wasn’t one thing or the other. It was both.” The more recent and more hesitant “we” would appear to "THEY CHANGED THEIR LIVES AND aim at greater inclusiveness, a greater emphasis on com- munity, which clearly speaks to a deep-seated contempo- THEIR HAIR. BUT IT WASN'T ONE rary aspiration. This is evidenced by the womanofworth. com initiative where we see Andie MacDowell saying (“You, THING OR THE OTHER. IT WAS BOTH ”. me, us, we’re so worth that !”) and Beyoncé (“Worth it, it’s about connecting with other people.”) asking women to help identify “a woman who makes a beautiful diffe- rence in (their) community.” All of these evolutions and changes, have, in a few decades, THAT WAS PREVALENT AT THE TIME. contributed to reshaping how the brand is perceived in terms of its relationship to women and self-esteem. AS YOU KNOW, THE RESULT WAS THAT L’OREAL MADE IMPRESSIVE L’OREAL IS INDISPUTABLY GAINS IN MARKET SHARE. THE BRAND OF SELF-ESTEEM. By the same token, it is worth taking another look at L’OREAL’S PRÉFÉRENCE BECAME the original and perhaps prematurely loosened bond between brand and consumer- "It's worth it > So am I." THE BRAND FOR WOMEN To supplement the occasional studies that have been DETERMINED TO REINVENT conducted from time to time, a more in-depth analysis of the nature and the meaning of this general trend is no THEMSELVES AND TAKE doubt necessary. Above and beyond exploring the effects of changing the CONTROL OF THEIR LIVES “who” in question, in other words, the subject of the sen- tence, (I, you, or we), such an analysis would be enriched by also taking into account the profound changes in our value system in light of the economic, ecological and ethical crises our society is currently undergoing. More to come...
  • 4. interview Cyril Chapuy Global President l’Oréal Paris International WHAT DOES THE “BECAUSE I’M WORTH IT” SIGNATURE MEAN FOR YOU? HOW HAS THIS SIGNATURE BEEN A MILESTONE IN BEAUTY HISTORY? Very few Brands – and all the more Beauty Brands - can proud themselves of having such a famous landmark signature that We need to understand that « Because I’m Worth it », when it speaks to every consumer in every country. “Because I’m was first created in 1971, was like a revolution in advertising. Worth it” is the claim that millions of consumers have heard These four words have broken with the existing codes of the and have dreamed of. A claim that has played a key role in our time that reduced women to some mute object subjected to outstanding success throughout the world. If we are today the aesthetic norms set by men. While Clairol’s advertisements the Worldwide Leading Cosmetic Brand, it is because we have were spoken by a male voice, L’Oréal Paris offered a radical been able to reach out to every market and every consumer, change in perspective with a female narrator, speaking in the expand our expertise and innovations abroad, understand our first-person. With “Because I’m Worth it”, L’Oréal becomes the consumers’ needs and respond to them. “Because I’m Worth it” Brand associated with life changes, giving women new ways to has certainly contributed to such a success story by creating reinvent their lives. Women changed their lives and their hair. an intimate relationship with every woman from every place; It wasn’t one thing or the other. It was both... it has accompanied their emancipation, their independence, their progressive recognition in society…it has given them DOES THE SIGNATURE CONTINUE TO BE RELEVANT TODAY? back the power, the means to go one step further, to accomplish their dreams and be who they want to be…through Beauty. Absolutely, and today more than ever. The signature became the Brand’s global claim in 1997, trans- WHAT IS THE IMPORTANCE OF CELEBRATING lated on all markets, in every language. It really contributed ITS ANNIVERSARY TODAY? to the globalization of L’Oréal Paris and its successful expan- sion. “Because I’m Worth it” evolved with society. From “I”, we 40 years old is a good age…the best age…a symbolic age… switched to “You” and then “We” to establish its role in the col- It is about maturity and renewal…We’re celebrating 40 years lective community of strong women balancing out the many of a motto that has been created by a woman for women and facets of their lives and their history. that has always perfectly matched women’s deep aspirations. A The “We” encompasses us all, and reunites those who share our signature that shows that we have always believed in women’s values, around our large family of our Spokespersons. It is such values and found the way to change Beauty into a path to a modern motto! empowerment. HOW DO YOU WANT THIS SIGNATURE TO BE EMBODIED? But celebrating our 40th Anniversary means that we have at least another 40 years to go! And our ambition is to continue to Through charismatic, modern, genuine, beautiful Ambassadors! accompany our consumers in their quest for Beauty. “Because The claim is of course deeply related to the Spokespersons I’m Worth it” and today “Because You’re Worth it” is such a that are featured in our ads. “Because You’re Worth it” in Jane modern tagline. It speaks to both an 18-year old girl who is at Fonda’s mouth does not exactly mean the same thing that in the early stages of her life and a more mature woman for whom Madame Ines de la Fressange or Fan Bing Bing’s ones. Each of self-esteem and confidence mean something slightly different, our Spokesperson expresses it in her own way, with her style, in the light of her experience. attitude, character…It is the strength of L’Oréal Paris : being Gladwell acknowledged: “… “Because I’m Worth It” has ente- able to refer to different aspirational worlds. red the language…and taken on a meaning well outside the If we were to sum up what “Because You’re Worth it” means, I stayed intention.” would say that it is all about Beauty…Not a set of unchanging rules and criteria but expressed in very diverse ways, reflec- ting strong, authentic personalities with depth and substance. It is such a tribute to all women!
  • 5. interview Beatrice Dautresme, Formerly Executive Vice-President CEO of the L’Oréal Corporate Foundation, for Corporate Communications and External Affairs of L’Oréal from 2005 to 2010 and the first woman member of the Executive Committee of L’Oréal. She joined L’Oréal in 1972. YOU ARE A WITNESS OF THE INTERNATIONALIZATION OF « BECAUSE I’M WORTH IT”. CAN YOU TELL US MORE ABOUT THIS SIGNATURE? I remember, in the 70’s, the Prospective meetings we had with François Dalle, then President and CEO of L’Oréal. I was in L’ORÉAL HAD ENTERED charge, at the time, of the L’Oréal mass hair colour products in the Marketing team, and he used to narrate to us how L’Oréal AND CONQUERED THE US had entered and conquered the US Hair colour market with a very bold and daring strategy that he initiated against all the HAIR COLOUR MARKET US commercial teams afraid of a frontal battle with Clairol. He knew that US hair colour users would instantly perceive WITH A VERY BOLD the higher quality of Preference, not just because of its refined colours but for the increased softness, manageability and shine AND DARING STRATEGY of the Preference formula. So he decided to price Preference higher than Clairol because he sensed that American consu- mers would understand the equation: higher price = higher THROUGHOUT YOUR CAREER, YOU HAVE NEVER quality. This was the foundation of the premium positioning STOPPED PUTTING “WORTH-IT WOMEN” UNDER of the L’Oréal products that would prove later such a winning THE SPOTLIGHT. DO YOU THINK BEAUTY strategy. The rest and how Mc Cann Ericsson translated that IS A PATH TO SELF-ACHIEVEMENT FOR THEM? formidable strategy into its legendary slogan is history… It is true that I have always searched all means to highlight ACCORDING TO YOU, HOW DID THE SIGNATURE the role of women in society. I strongly believe that no society Photo page de droite : Kai Juneman CONTRIBUTE TO MAKING L’ORÉAL PARIS can progress without an equally balanced number of men and THE WORLDWIDE BEAUTY LEADER? women amongst its decision making circles. My role at the head of the L’Oréal Corporate Foundation is a true testimony This signature was instrumental in making L’Oréal a true world- to that desire. And beauty or physical enhancement can help wide leader in Beauty. It represented a huge step forward in the women (and men equally), to better interact with each other in way women were portrayed and perceived in the advertising society, breaking the existing social barriers. Beauty can help world and the world at large. From plain consumers women women project a more assertive, empowered image of them- became empowered actors of their beauty purchases. They selves, and therefore assume the larger role they deserve in discovered new motivations to improve their looks, a renewed society. self-esteem and a higher, more assertive sense of themselves. And what has been particularly powerful about this signature is that it has underlined and matched women’s generational and cultural evolutions around the world. It has never been out of place or out of time.
  • 6. interview Danielle Korn, Executive Vice President, Director of Broadcast Operations, McCann Erickson WHEN AND WHY WAS S THE SLOGAN BIWI “BECAUSE HOW DID THE SLOGAN BIWI I’M WORTH IT” FIRST CREATED? REVOLUTIONIZE ADVERTISING? I wasn’t there 40 years ago but, from what I’ve heard, it was I don’t think anybody had ever done anything like it before. one of those stories of inspiration and perspiration. The crea- It was the sort of message that empowered women and no one tive directors, Ilon Specht and Ira Madras, were working very had ever thought of saying “It’s alright to spend more money late trying to come up with a new slogan for L’Oreal. The next on yourself.” That wasn’t the way most people thought in those morning Ilon return to the office saying she’d had a revelation, days. The slogan truly revolutionized advertizing in many ways an epiphany: The slogan would be “Because I’m worth it.” At and for many reasons. L’Oreal has always been one the bench- that time, four decades ago, there was little talk of empowering mark, gold standard brands, the brand everyone wants to work women, of their being “worth it,” so it was a quite a statement with. Celebrities have always wanted to do L’Oreal ads because on their behalf. The idea of a woman having the confidence to the campaigns are beautiful and because they make an impor- Aude Gandon, Executive Vice-President Europe say, “It’s alright if I spend a few extra dollars for this particular tant statement about self-worth. “Because I’m worth it” has brand, because it’s good and I’m worth it” was new. It was a evolved over the years. From “I’m worth it” to “you’re worth Worldwide Account Director McCann Erickson message that truly empowered women. it” to “We’re worth it” were all revolutionary messages. The words have even become part of our everyday language and people associate those words with L’Oreal. Women talk about « IT’S ALRIGHT IF I SPEND A FEW what it means and now men are even talking about it. (As you HOW HAS THE USE OF SPOKESPERSONS IMPACTED HOW DO YOU THINK BIWI ADVERTIZING WILL EVOLVE IN know, we’re going to enter the men’s market as well.) Women L’OREAL PARIS ADVERTISING? THE YEARS TO COME? EXTRA DOLLARS FOR THIS had never felt that way about themselves and they didn’t think they had the right to spend money on themselves. The slogan It’s had a huge impact. L’Oreal was one of the first brands to I see it evolving continuously since, obviously, to be able to PARTICULAR BRAND, BECAUSE changed that. sign actresses and celebrities to advertise their products. It’s meet the needs of a rapidly changing world, everything has to been quite powerful because, suddenly, women of all types were evolve. But there are going to be constants. The values of the IT’S GOOD AND I’M WORTH IT » HOW HAVE SPOKESPERSONS MADE THE STATEMENT represented women with different lives, different skills, diffe- L’Oreal Paris brand are self-esteem and beauty, which is deeply THEIR OWN? HOW HAVE THEY RELATED IT TO THEIR rent careers, women coming from very different backgrounds connected to self-esteem. There will always be a dedication to OWN LIVES? as well as women with quite different types of beauty. It’s all innovation, dedication to product performance, dedication DID YOU KNOW ILON SPECHT PERSONALLY? very inspirational. Encouraging people to realize that there are to women, and now to men and to teenagers, too, since we WHAT SORT OF WOMAN WAS SHE? Having been with L’Oreal for 23 years, I’ve worked with many so many different kinds of beauty is what L’Oreal is all about. have products for them as well. That’s who we are and we’re celebrities, among others, Cybil Shepherd, Diane Keaton, Jane not going to forget our core values. We’re about beauty, self- Since I wasn’t there at the time I didn’t know her personally. Fonda, Beyonce, Jennifer Lopez and Freida Pinto. Every single IN YOUR OPINION, IN WHAT WAYS IS THE BIWI BASELINE esteem, innovation and product performance. Of course, all of Ilon was working with Ira Madras on the entire campaign, and one of them has made the statement her own. Just as Ilon Specht STILL MODERN? that will be continuously updated and modernized as will the she deserves full credit for the slogan because it was her idea. did 40 years ago, they each identify with those words and feel look of the brand. The media through which we communicate Advertizing is an art, and like any other art, what is happe- that it’s an important message to communicate—to women in I think it’s more modern than ever before! Women have gone will also evolve. Like every other business around the world, it ning to the artist inside, what he or she is going through psy- general, to women in their particular age group or community through an amazing evolution, a revolution every woman from won’t be just the advertizing that changes. It’s not just about chologically, is often expressed in the message his or her work or culture—Black, Hispanic or European—no matter whether everywhere around the world, from the developed markets to TV and print anymore, it’s about digital and about the retail conveys. It was no doubt an important message for her at that they’re rich or poor, old or young. They’ve all felt good about the developing markets. Women’s roles in society have chan- environment. All of this is especially relevant to beauty care period in her life. She must have needed to express her own having the opportunity to say those words. I don’t remember ged enormously and they continue to evolve. L’Oreal as a brand because it’s all about making dreams come true. Things won’t sense of worth and felt it was a time when many other women whether it was Heather Locklear or Andy MacDowell, but at has always been very forward-thinking and it was quite brave be unrecognizably different, of course, but the messages will be were experiencing the same need. some point, either Heather or Andy said, “I’m not sure if I’m of them to use that baseline back in the 70s. When you think conveyed by different media in different ways. comfortable saying ‘I’m worth it’. I mean, it’s okay but I want about it, in the 70s it was pretty bold to have women saying other women to feel like they’re worth it too.” That had an “Because I’m worth it.” It meant women had the right to think impact on us and we thought perhaps we should make the mes- of themselves as valued and appreciated, the way L’Oreal had sage more inclusive. Maybe we should be saying “we’re worth always valued and appreciated them. L’Oreal is dedicated to it” or “you’re worth it” because that makes it acceptable for women, to making them feel more powerful and more confi- all of us to feel that sort of self-esteem. So, we've listened to dent. L’Oreal encourages them to push back their limits, to our celebrity spokespersons and they’ve helped us evolve the make themselves stronger and happier to bring out the best in brand. themselves for the future.
  • 7. spokewomen spokewomen Fan Bing Bing Claudia Schiffer “I adore this slogan, especially the word Gong Li “ Beauty is individual “worth”. It symbolizes to everyone and can be the self-confidence and “It has had a found in many different power of a person, which is revolutionary things. It means that you exactly what I seek.” influence on should respect yourself Madame Ines Chinese women and treat yourself well.” de la Fressange and their views Diane Kruger about beauty and Andie Macdowell “It is about self- cosmetic. In our Freida Pinto “Every woman has a Gwen Stefani esteem – being hearts, L’Oreal “ I think it right to feel beautiful able to love Paris is no encourages women “ Beauty truly lies and make sure she “Just trying to be yourself so you longer a brand, to see and feel their in the hands of the feels good in her good to yourself can love others but the symbol value; for every beholder but self- own skin. The famous because we really better. It’s a of beauty and woman to know they confidence and slogan emphasizes are all worth it!” great source of fashion.” are worth it. ” keeping it ‘real’ goes this.” pride!” a long way! ” Eva Longoria “My mother used to buy the red lipstick at the Diane Keaton pharmacy. And i Milla Jovovich Aimee Mullins would sneak into “I always said…it should be her purse and put “That all women deserve “It’s a very powerful and Lætitia Casta “we’re” worth it…not “I’m” it on. One day, the best in life!” eternal slogan which worth it. Because we are all she caught me and we can all claim for our “Each woman women, all sizes and shapes and Doutzen Kroes i thought i would own. If you can remind deserves the best ethnic backgrounds. Women are be in trouble but yourself that you are Liya Kebede and thanks to powerful and I mean all women.” “That every woman should be she told me,“go worth investing the time L’Oréal Paris it is proud of who she is and it's a ahead, you’re and energy to take care of “That a woman has possible for her celebration of our strength. worth it” ” yourself, others will treat embraced her inner to reach it. Women Real beauty does come from the you that way, too.” beauty, her value, and are more confident inside for me.” her power and is ready when they feel to share it with the pretty, loved and world.” desired.”
  • 8. interview WHAT DOES THE CLAIM “BECAUSE I’M HOW HAS IT RESONATED FOR YOU? WORTH IT” MEAN TO YOU ? But, the women’s movement and the empowerment that the Many, if not most, women feel guilty if they spend time on movement refers to has to do with laws, policies, women’s themselves. What “Because you’re worth it,” means for me is, voices being heard in the entire public arena. Beauty doesn’t “You women have the right to look and feel your best. When really have anything to do with this except in a bad way: it you look and feel good, you are better able to face all the chal- is often easier for beautiful women to get hired. The L’Oreal lenges of your busy lives.” slogan, for me, is more about personal empowerment—how a woman feels about herself. IN YOUR OPINION, HOW HAS BEAUTY CHANGED WOMEN’S LIFE? WHAT GIVES YOU CONFIDENCE? Beauty has been a boon for women but also a terrible burden. I feel confident when I am with people who love me; when I We are often made to feel that we are worthless if we aren’t am good at something; when something I’ve done gets recogni- beautiful. We all need to encourage women to understand that tion; and when I know I look my best---such as when I walked some of the most beautiful women in the world are not beau- the red carpet in Cannes for L’Oreal! tiful in the standard way, but beautiful because they feel good about themselves— inside. They shine. Often these are women WHAT IS IT TO BE A L’ORÉAL SPOKESPERSON? who were made to feel beautiful by their parents, so that is something else we need to do: educate parents to make their There are lots of aspects to being a L’Oreal spokesperson: I earn children feel beautiful no matter what their shape or size. money which often goes to my non-profits; I get to know other fascinating women...like Aimee Mullins and Freida Pinto; I get WHAT KIND OF MESSAGE / ADVICE WOULD LIKE my favorite skin creams and makeups free, I have to learn to TO PASS ON TO YOUNGER WOMEN’S GENERATION ? try and be glamorous on camera (which is very different than being an actor and it’s hard for me), and I get to know interes- Young women need to be taught to respect themselves, their ting, hip, business people. bodies and their looks no matter what. They need to unders- tand that beauty comes in all shapes and sizes and colors and that it is how you feel about yourself, how you carry yourself "YOUNG WOMEN NEED TO BE (posture, attitude), that matters most. This means eating heal- thy, fresh food and exercising to stay fit. It also means caring TAUGHT TO RESPECT THEMSELVES, for their skin and, especially young adolescents , keeping their skin clean and moisturized. THEIR BODIES AND THEIR LOOKS IN YOUR OPINION, HOW DOES THE SLOGAN NO MATTER WHAT". HAS ACCOMPANIED WOMEN’S EMANCIPATION OVER THE PAST 4 DECADES? WHAT ARE YOUR FORTHCOMING PROJECTS? In terms of the Women’s movement, no progress would have I have my new, best selling book about living and aging, Prime been made for women’s equal rights and emancipation had Time, coming out in France in February. I have a new French women across the world not believed they were worth it— film coming out soon, “... Et si on vivait tous ensemble?”, with worth having the right to vote, worth being CEOs, worth being Pierre Richard, Guy Bedos, Claude Rich, Geraldine Chaplin free from violence and sexual abuse and so forth. So the slogan and Daniel Bruhl. I will start a new movie in 2012. I have new that L’Oreal chose in 1971 is appropriate in that “being worth fitness programs on DVDs that are coming out in the U.S. now. it”resonates with women. I am writing 3 new books about adolescents and sexuality. I am starting to learn to play tennis and soon I will start tap dancing lessons.