The highly recognisable Because I’m worth it” L'Oréal Paris slogan celebrated it’s 40th anniversary in Paris on Monday night.
Brand executives were joined by celebrities including Jane Fonda, Aimée Mullins and Freida Pinto to toast the catchphrase at a luxe soiree at the Hotel d’Evreux at the Place Vendome.
The tagline was born in 1971 when L’Oréal were convincing customers to spend more on their products than then-competitor Clairol. It is still used to represent the brand today.
If you really think about it, there are very few great slogans and ‘Because I’m worth it’ is one of them,” says Fonda.
Since it was first created, the slogan has changed to Because you’re worth it” in mid-2000s and then in 2009 was updated to Because we’re worth it”.
