Coined in 1971 by Ilon Specht, a young 23-year-old female copywriter at Manhattan ad agency McCann, our signature still resonates just as much today. The first advertising message to ever highlight self-confidence, our world-renowned tagline is an empowering message that unites consumers around the brand. “Because We’re Worth It” has since become symbolic with empowering women of all ages and backgrounds to believe in their beauty and sense of worth. The inspirational and culturally diverse women who front the brand worldwide make the phrase relevant not just for their generation and their mother’s generation, but for generations to come.
Since its inception, “Because We’re Worth It” has been translated into 40 languages and has become the militant tagline uniting women around the world, encouraging them to fearlessly embrace their ambitions and believe in their self-worth every day.
Backed by pioneering science, L’Oréal Paris empowers each woman through superior beauty products, fueled by the latest cosmetic formula advances, and services. The brand’s state-of-the-art products give women confidence whilst helping them take the place they deserve in society, thrive, and change the world for the better. For more than a century, L’Oréal Paris has been making groundbreaking cosmetic innovation accessible to all, without compromising on efficacy and safety. Fostering self-confidence in such a way is a key factor contributing to women’s empowerment.
The brand has always believed that every woman, wherever she is in the world, should have access to affordable, quality beauty products that allow her to believe in her worth, because we’re worth it.
An icon of French beauty all over the world, L’Oréal Paris represents beauty in all its forms. There is no ‘one size fits all’ vision of beauty. The L'Oréal Paris “Dream Team” is a diverse group of Ambassadors, including icons from the film, fashion and music industries, who are dedicated to empowering every woman, whatever her age, whatever her origin. Personifying dedication and female strength, these role models inspire every woman to believe in her own sense of worth.
Our exceptional Spokespeople include Aja Naomi King, Andie MacDowell, Amber Heard, Aishwarya Rai Bachchan, Camila Cabello, Celine Dion, Cindy Bruna, Duckie Thot, Eva Longoria, Gemma Chan, Gong Li, Helen Mirren, Jaha Dukureh, Jane Fonda, Katherine Langford, Leila Bekhti, Liya Kebede, Louise Bourgoin, Luma Grothe, Marie Bochet, Nidhi Sunil, Soo Joo Park and Viola Davis. Each one of them, in her unique way, uses her voice and influence to empower and inspire women.
In every campaign, when they assert the words, “Because We’re Worth It,” they amplify L’Oréal Paris’ militant message, empowering every woman to celebrate her worth.
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We have always been committed to removing the barriers between women and their ambitions, helping them to freely walk towards their destiny. This starts with being able to walk – freely and safely – on every street, in every corner of the world. Street harassment happens everywhere, taking away women’s right to feel safe in public spaces and intruding in their daily lives. Because this goes against everything L’Oréal Paris stands for, on March 8th, 2020 the brand launched the Stand Up Against Street Harassment program. The initiative was developed following a L’Oréal Paris and IPSOS international survey, which found that 78% of women have experienced sexual harassment in public spaces. And among those respondents, only 25% reported that someone offered help; additionally, 86% of individuals reported that they do not know how to respond when they witness sexual harassment in public spaces*.
This is why L’Oréal Paris has decided to partner with Hollaback!, an international NGO that aims to end harassment of all forms. Stand Up objectives are to raise awareness about the street harassment issue and to empower 1 million people with Hollaback’s “5D’s” methodology - a training program to learn safely how to respond when you are being victim or witness of street harassment. Everyone can join the Stand Up movement by getting trained on standup-international.com, spreading it on social media through a photo taken with a ‘D’ on the hand, and following the hashtag #WeStandUp.
Currently established in France, Spain, Argentina, Canada, the U.S., Mexico and Italy, and India, the Stand Up Against Street Harassment program will expand to more countries in 2021 launching in the UK, Germany, the Netherlands, Switzerland, Ukraine, Greece, Turkey, Pakistan, Egypt, Morocco, Lebanon, Israel, Indonesia, Thailand, Chile, Poland, Russia, Sweden, Denmark, Belgium, Brazil, Australia, the UAE, Saudi Arabia, and the Caribbean region.
*International study conducted by L’Oréal Paris with IPSOS, with data gathered in 8 countries with over 15,000 participants, April 2019.
Backed by pioneering science, our beauty products and services give confidence and power to women, helping them take the place they deserve in society, thrive, and change the world for the better. We have always believed that every woman, wherever she is in the world, should have access to affordable, quality beauty products that allow her to believe in her worth.
Préférence: For luminous, multi-dimensional blondes
In the 70s, women were marching for their rights on the streets of America, but advertising had not yet given them a voice. That was until Préférence introduced the game changing “I’m worth it” tagline in 1971, revolutionizing the world of advertising for generations to follow. From the opening line of the launch commercial to this day, Préférence remains the incarnation of color sophistication, delivering luminous, salon-like color at home. As strong as the women that wear it, Préférence is the long-lasting color reference – with up to eight weeks of impeccable color and radiance.
Color Riche: More than a lipstick, an icon
In the Eighties, L’Oréal Paris was already a powerful player in haircare, and saw the opportunity to expand into new categories. The next frontier was makeup, with lipstick franchise Color Riche launching in 1985. With its refined French touch and elegant codes, Color Riche earned the trust of women, first in the U.S., then worldwide. Today, it is one of the biggest players in the global lipstick segment, with a range of successive innovations contributing to the franchise’s ongoing popularity. Its cream formula based on plant oils that cares for the lips and offers optimum comfort and its broad range of textures and colors – more than 350 over the years – offer unrivaled choice to meet the desires of women worldwide.
Revitalift: Game-Changing Innovation
Twenty-five years since its launch, Revitalift continues to break records, offering women advanced anti-aging powered by breakthrough science based on the latest developments in dermatology. The N°1 anti-aging franchise sells 34 million products a year worldwide[1]. In 1995, Revitalift brought a new message to skincare – targeting skin firmness, it offered a solution for the woman who wanted to be the master of her own beauty destiny, rather than a passive bystander to the signs of aging. Ever since, Revitalift has continued to push the boundaries of innovation. In 2012, Revitalift Laser X3, inspired by medical laser technology, offered an alternative to interventionist treatments for the first time on the mass market. More recently, Revitalift Filler is another instant success story based on pure hyaluronic acid to plump the skin.
In a study of 291 women, representative of worldwide diversity, each woman was asked, with the help of a panel of makeup artists, to pick her perfect foundation. If no shade was found, a new one was created especially. Pushing the boundaries of inclusivity, the True Match range – available in 48 shades – truly takes into account and celebrates global diversity, with skin tone and undertone combinations proven to match 100% of skin tones worldwide. With this 2005 launch, finally, every woman could show her true colors.
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