L’Oréal’s iconic ‘Because I’m Worth It’ slogan, created in 1971 by a young female copywriter, has become synonymous with female empowerment. Delphine Viguier-Hovasse, Global Brand President at L’Oréal Paris, explains that the slogan’s creation coincided with the rise of feminism in the United States, making it a groundbreaking statement in advertising. She believes the slogan remains relevant today because the fight for women’s equal worth continues.
While acknowledging the slogan’s lasting impact, Viguier-Hovasse hopes for a world where such a message is no longer necessary. She hopes to see a future where women are inherently recognized as equal and worthy, rendering the slogan obsolete.
L’Oréal’s commitment to female empowerment extends beyond its iconic slogan. Their recent ‘Worth It Resume’ campaign encourages women to share their stories of resilience and success on LinkedIn, highlighting the challenges they faced and ultimately overcame. Viguier-Hovasse sees this campaign as a way to inspire women to pursue their ambitions without fear of failure.
The company also recognizes the pervasive issue of street harassment against women. Research conducted by L’Oréal revealed that nearly half of women reported turning down opportunities due to fear of harassment. This prompted the launch of their ‘Stand Up Against Street Harassment’ campaign in 2020, providing training to over 2.8 million people across 46 countries on safe intervention strategies.
Through its campaigns and initiatives, L’Oréal continues to champion women’s empowerment and advocates for a future where every woman feels confident, valued, and free to pursue her full potential.
