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• I'M WORTH IT Campaign
• L'Oreal Kids
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575 Fifth Ave.
New York
New York
10017
USA
tel: (212)818-1500
fax: (212)984-4999

I'M WORTH IT Campaign

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 on numerous L'Oreal brands...