L'Or.al Paris' signature slogan "Because I'm worth it" is one of the most recognizable slogans of all times.208 It was first introduced in 1973 by L'Oreal Paris when it launched its hair color products in the United States; since then, the company has grown into a cosmetic giant that markets a range of beauty and makeup products in more that 130 countries across five continents, and the slogan still resonates with women's conceptions of beauty and self-esteem around the world. L'Or.al 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'Or.al 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, formerly McKann Erickson, named Ilon Specht created the slogan at the height of the feminist movement in the 1970s.210 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. 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'Or.al has continued to partner with female brand ambassadors belonging to different age groups from across the globe like Beyonce, Julianne Moore, Susan Sarandon, Jane Fonda, Aishwarya Rai, Deepika Padukone, Amena Khan, and Maya Diab. Many of L'Or.al's brand ambassadors have been relatively younger female celebrities, a global trend in the cosmetic industry. But L'Or.al has shown greater inclusivity by offering specific beauty products for older women like the L'Or.al Age Perfect range. L'Or.al recognizes that women's concepts of beauty are evolving, and older women increasingly prefer age-appropriate beauty products that address their specific needs. L'Or.al'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'Or.al partnered with the acclaimed Oscar winning United Kingdom actress Helen Mirren in 2015. L'Or.al's decision to have Helen 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 portray Helen Mirren as very candid and unretouched; she promotes the idea of aging with a confident attitude, saying "Grow another year bolder."212 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'Or.al 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'Or.al overtly endorses the idea that beauty and the use of cosmetics are not limited to younger women, and it encourages older women to indulge themselves 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'Or.al 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'Or.al's Age Perfect range has not only been well received for its inclusivity, but it has also allowed the company to effectively categorize 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 womenall the while encouraging women to develop a bold attitude as an expression of their beauty.

a. Discuss the success of L'Or.al'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?

b. Comment on the role of female celebrities in delivering L'Or.al's brand message. How do you think the message of self-worth would be received by women if L'Or.al did not use celebrities in its marketing?

c.Discuss the appeal of the Age Perfect advertising campaign to 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?