L'Oreal Paris CEO Cyril Chapuy says 40-year old slogan 'Because I'm Worth It' will remain despite new digital media; catchphrase might be applied to men's products
November 15, 2011
– L’Oreal Paris’ CEO Cyril Chapuy said he will stick with the brands feminist revolution-embodying 40-year old slogan “Because I’m Worth It,” because emphasis on self-esteem and not superficiality is still relevant, The Wall Street Journal reported Nov. 15.
According to Chapuy, the catchphrase is particularly relevant in emerging markets, like India and Africa, where female emancipation is currently ongoing.
Chapuy also said he is considering applying it to L’Oreal’s product line for men, according to the article.
The decision comes as slogans are shrinking to capture the shorter attention spans of today’s consumers.
When L’Oreal’s catchphrase was coined in 1971, snappy slogans were used to encompass a story that would stick in the minds of consumers. Today, slogans can become the next marketing strategy launchpad.
The primary source of this article is The Wall Street Journal, New York, on Nov. 15, 2011.