50 Years of Celebrating Women’s Worth

L'Oréal Paris is More Than a Beauty Brand

When we say, “We’re Worth It,” it’s not a tagline, it’s a brand mission. Taking your beauty into your own hands is empowering. Believing in your own beauty is something no one else can control: that is the real power. L’Oréal Paris is working towards the day when you hear, “We’re worth it,” and women everywhere will reply: “We never doubted it for a moment.”
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A Legendary Tagline Uniting Women Everywhere

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.

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Empowering Women Through Beauty Backed by Science  

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.

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A Sisterhood of Ambassadors Amplifying the Voice of Empowerment and Inclusive Beauty

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, 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, 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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Our Cause: Stand Up Against Street Harassment 

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.

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