Because You’re Worth It 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.” 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.