question archive L'Oréal Paris's signature slogan "Because I'm worth it" is one of the most recognizable of all time
L'Oréal Paris's signature slogan "Because I'm worth it" is one of the most recognizable of all time
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L'Oréal Paris's signature slogan "Because I'm worth it" is one of the most recognizable of all time. It was first introduced in 1973 by L'Oreal Paris when it was launching its hair color products in the United States; since then, the company has grown into a cosmetics giant that markets a range of beauty and makeup products in more than 130 countries, and the slogan still resonates with women's conceptions of beauty and self-esteem around the world. L'Oréal Paris adopted a very modern approach to its communication strategy when it ran the "Because I'm worth it" advertising campaign. Before the campaign, advertising mostly involved male voiceovers talking about women's products. L'Oréal initiated the trend of women speaking for themselves, highlighting their self-confidence, independence, and self-fulfillment. A 23-year-old female copy writer from McKann Erickson created the slogan at the height of the feminist movement in the 1970s. The slogan struck the right chord, communicating independence, respect, and recognition for women. This led to the development of a long line of successful celebrity endorsements by more than 35 diverse international female ambassadors, including Jane Fonda, Eva Longoria, Jennifer Lopez, Beyoncé, and Aishwarya Rai. The slogan has changed little over the years, the only variations being "Because you're worth it" and "Because we're worth it" to adapt to the changing times and circumstances. Over the years, L'Oréal has continued to partner with female brand ambassadors belonging to different age groups from across the globe. Many of L'Oréal's brand ambassadors have been relatively younger female celebrities, a global trend in the cosmetic industry. But L'Oréal has shown a higher degree of inclusivity by offering specific beauty products for older women like the L'Oréal Age Perfect Range. L'Oréal recognized that women's concepts of beauty are evolving, and older women increasingly prefer age-appropriate beauty products that address their specific needs. L'Oréal's Age Perfect range offers many products that cater to such needs, including Excellence Hair Color, Cell Renewal Day Cream, Glow Renewal Day/Night Cream, and Eye Renewal Eye Cream. For its Age Perfect Range, L'Oréal partnered with the acclaimed actress Dame Helen Mirren in 2015. L'Oréal's decision to have Dame Mirren as a spokesperson for the Age Perfect brand has been welcomed in the beauty world for its celebration of older women. The ads for the Age Perfect Range present Dame Mirren as very candid, un-retouched; she promotes the idea of aging with a confident attitude, saying "Grow another year bolder." In one of the ads for Age Perfect, Helen makes a bold statement by wearing a black leather jacket, a sleek fitting skirt, and bright red lipstick. She gives a twist to the brand's famous tagline by asking, "So are we worth it?" and answers with a mischievous grin, "More than ever." By endorsing its Age Perfect line through bold celebrity ambassadors, L'Oréal reinforces its brand personality, promoting itself as a brand that is still relevant to women's self-concept and self-importance in the twenty-first century. With the Age Perfect range, L'Oréal overtly endorses that the idea that beauty and the use of cosmetics are not limited to younger women, and it encourages older women to indulge themselves and enjoy and take pride in growing older. It reinforces this message in several slogans: "The older we get, the more fabulous we become," "Now is our time. Now is our Perfect Age," "It's taken over 60 years to look this good. We are so worth it!" Through many online tips and tutorials, L'Oréal also shows how many Age Perfect products can be used. These tips include advice for haircuts, hair color, hair volume, foundation, lip color, eyeshades and mascara, eyebrows, makeup remover, cleansers, and moisturizers. The focus is on helping women understand how products from the Age Perfect line can be used according to their age and image. L'Oréal's Age Perfect has been well received for its inclusivity, but the Age Perfect line has also allowed the company to effectively segment the female cosmetics market. In practice, the approach combines experimentation and redefining one's looks with the help of age-appropriate products that will address the specific beauty needs of older women—all while encouraging women to develop a bold attitude as an expression of their beauty.
Discussion questions
CS 6-1 Discuss the success of L'Oréal's slogan "Because I am worth it" over time, and how it has managed to connect with women. What is role of cosmetics in the way women of different ages look at themselves and define their self-concept and self-esteem?
CS 6-2 Comment on the role of female celebrities in delivering L'Oréal's brand message. How do you think the message of self-worth would be received by women if L'Oréal did not use celebrities in its marketing?
CS 6-3 Discuss the appeal of the Age Perfect advertising campaign for the older women. Actress Helen Mirren insisted that her facial features, including wrinkles and age spots, were not to be air brushed or retouched. Do you think this strategy will work better than glossy and airbrushed campaigns?
What i the role of celebrity endorsment in the Lorea'l case study?
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The answers are that L'Oréal' has managed to spark a feeling of self-confidence and worth among women of all ages. In addition, the use of celebrities has been an effective tool in spreading the message.
Kindly find the explanations below based on the case study.
Step-by-step explanation
Question 1
The L'Oreal Slogan "Because I am worth it" has stimulated the idea among women that they have what it takes to challenge the status quo in their society. It has enhanced the feeling of self-confidence in their appearance. In addition, it has sparked the feeling of autonomy where the women believe that they have a right to champion the direction that they want their lives to take. Beauty has been a way of women to express their independence when it comes to their own appearance. Last but not least, it has inspired the feeling of self-fulfilment which has driven many women to start enjoying their lives and demanding recognition in different spheres of life. Cosmetics plays a vital role in promoting confidence in women as they grow older. When it comes to self-concept women believe that the use of cosmetics is vital as an enhancer of their beauty this means that they know that they are beautiful in the first place. The cosmetics are in place not to change them but to bring out their best features. In addition, it provides them with a feeling of elegance and confidence to face their daily challenges. Cosmetics hide blemishes that at times tend to undermine a women's perception on their outward appearance. This tends to provide them with an immense feeling of pride knowing that their appearance reflects a particular level of sophistication. Finally, when it comes to self-esteem the cosmetics make especially older women feel younger. This is because it is used to camouflage their wrinkles that are common as they age. In addition, they make the younger women feel that they have a fresher look. The underlying factor is that it boosts their belief in themselves as it makes them feel more attractive based on their perception of beauty.
Question 2
Female celebrities are women who are admired by other women in the society. L'Oreal using them as brand ambassadors enhances the brand message. This is because women are driven to believe that the products are not only safe for use but will also enhance their appearance like their role models. The female celebrities are often revered as they have managed to break down the barriers imposed on them by the society and succeeded in their own ventures. This creates the ideology of success and self-worth that can be achieved through the use of the products offered by L'Oréal'. Self-worth is more about perception of someone's position and stature in the society. The message of self-worth by L'Oréal' is targeted at women who have often been controlled by the negative perception of their abilities. The use of celebrities breaks the barriers of negativity as they have succeeded. Not using celebrities will make the message of self-worth have minimal impact in women this is because they have nothing to compare. It will be more of a motivational word that lacks the implementation means of effecting change; hence at the end of the day it will not spark sales for the company.
Question 3
The Age Perfect advertising campaign is meant to appeal to the older women. As women age they want to feel attractive in their own skin. For a long-time cosmetics have been viewed as a concealers but the embrace age perfect advertising campaign promotes them as enhancers of one's natural beauty. I believe that Actress Helen Mirren 's strategy will work better than the glossy and airbrushed campaigns. This is because as women age they need to be encouraged to appreciate the age spots and wrinkles. They tend to show the real individual and the knowledge that one has accumulated with their age. In other words, getting old should not be shunned but enhanced to bring about elegance, hence sparking appreciation from the society. It will attract more older women and make them feel more comfortable to use L'Oréal' products as they speak to the inner person.
Question 4
The role of celebrities in endorsement is to proposition the target audience to purchase the products. It makes the target audience consider the value of the products sparking their interests in their use. Moreover, celebrities are admired personalities because of their status or appearance. The brands' using them as brand ambassadors enhances the desire for the target audience to want to look like them. In addition, they promote the message of the products on a wider scale. This is because they have a large number of followers making it easier for the message to reach a wider audience. The result is an increase in the sales of the company. Finally, celebrities are inclined towards using quality products to enhance and promote their positions in the society. As brand ambassadors, they enhance the confidence among the target audience that the products are of a high quality.
Reference
The case study L'Oreal Age Perfect-Because they're Worth.
