The L’Oréal Paris slogan “Because I’m Worth It” is an illustration of how a small group of words may contribute to a company’s identity. In 1971, the slogan was developed by copywriter Ilon Specht. Instead of concentrating on what a beauty product can accomplish, the advertisement places the customer at the center of the ad based on her self-worth.
In my view, there are several reasons why the slogan has been so successful. The first is that the customer is the central figure of the advertisement. Therefore, rather than stating that a person should buy a beauty product because it is superior to other products available, L’Oréal relates the purchase to the concept that she is worthy of it. Thus creating a connection to both the brand and the customer emotionally.
Additionally, the slogan has endured due to its ability to convey a simple message across various generations, products, and advertising formats. From a visual communications standpoint, it illustrates that a simple message does not have to be complex. A few memorable words along with consistent branding can represent an entire brand identity.
Image credit: Image from Wikimedia Commons
Multimedia: L’Oréal Paris — Lessons of Worth
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