L'Oréal Seeks More Modern Slogan

L'Oréal Paris is in the market for a new slogan. While women may still be "worth it," the cosmetics brand is ready to trade in its 40-year-old tagline for a more modern message. Not only has advertising changed since 1971, messages about femininity have changed as well. The line "because I'm worth it" was written for a growing feminist movement and newly empowered career women. But advertisements featuring Cindy Crawford showing up an all-male boardroom have been replaced by former supermodel Inès de La Fressange simultaneously working and mothering her teenage child. The modern woman is a different person than she was in the '70s, and the company is now realizing it needs to cater to who she's become.