Cosmair, Inc.: I'M Worth It campaign

An advertising campaign that appealed to women's self-esteem became a corporate slogan for the L'Oreal Group, one of the world's largest cosmetics companies, and helped make its Preference hair coloring the leading brand in the United States.

Cosmair, Inc.: I'M Worth It campaign

Susan Risland

Overview

An advertising campaign that appealed to women's self-esteem became a corporate slogan for the L'Oreal Group, one of the world's largest cosmetics companies, and helped make its Preference hair coloring the leading brand in the United States. The "I'm Worth It" campaign was launched in 1973 to generate an image for Preference and to convey the message that, although the brand was more expensive than some of its competitors, it was a superior product that would make women feel good about themselves. The slogan was later used as a general signature...

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