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L'Oréal Paris x Isabel Marant Collection
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Superior Preference Hair Color launched in 1973, introducing the brand’s now iconic tagline “Because I’m Worth It” for the first-time. Written by a female copywriter, those four words struck an immediate chord as a celebration of self-worth and confidence and became an unofficial call-to-action for women. Now, the brand is amplifying that message even further with the launch of the Superior Preference #OWNIT campaign—a rallying cry for women everywhere to truly own, celebrate, and be proud of who they are, their personal achievements, and the decisions they’ve made in life—even when it comes to their hair color.
“There was a time where I was fighting against the external representation and presentation of myself and what other people thought about that. But now, I just own it. I own my blonde and I own being me. Just like my hair, there are many more dimensions to my life than meet the eye.”
Her signature shade: Champagne Blond, 8 1/2A
WATCH HER STORY
“Above all, I own being a mom and nurturing my friendships. Being a good mom and good friend are two of the most important things to me. I try to own it by always being there and listening. As for my hair color, simply stated, my brunette is who I am.”
Her signature shade: Cool Darkest Brown, 3C
“I think we cannot underestimate how looking good for ourselves makes us feel good on the inside.”
Her signature shade: Light Auburn, 6R
WATCH HER STORY
Next: How to Use Superior Preference