L’oréal Paris has changed its famous slogan “Because I’m worth it” in the new advertising campaign dedicated to the popular line of hair dye Superior Preference. New motto looks like this #OWNINGIT – “Own it!”.
“Since launch, more than 40 years ago, Superior Preference this range has become something more than just a hair dye. It’s a message of empowerment, opportunity, and support women today, as relevant as ever, says Anne Marie Nelson-Bogle, senior Vice President, marketing, L’oréal Paris USA. With this new campaign we want to inspire women to ensure that they felt qualified in all aspects of his life – from personal and professional passions to their approach to beauty, including hair color”.
Hair dye from L’oréal Paris Superior Preference, launched in 1973, introduced the iconic brand slogan “Because I’m worth it”. Those words immediately struck a chord among consumers, as a statement of self-esteem and confidence, and become an unofficial call to action for women. Like the original campaign “Superior Preference” in 1973, “Own It” was created by McCann New York.
Actress Courteney Cox together with representatives of L’oréal Paris – Actresses Julianne Moore and amber heard are the stars of advertising campaigns, each of them goes for broke when she believes in something. These three women have a unique, personal story about how they own their lives and their signature hair color. The first part of the campaign debuted as a commercial during the broadcast of the “Golden globe”.
“There was a time when I was fighting against what other people thought of me. But now, I just own what I have,” kommentiruet amber heard. I’m a blonde and I’m me.” But Courtney Cox said: “to Be a good mom, a good partner and a good friend are the three most important things for me. I try to own them. As for my hair, I’m just saying that my hair color is what I am.”
Superior Preference was the gold standard L’oreal Paris hair dyes since 1973. It is available in more than 50 shades, and provides Superior Preference long-lasting color, according to the manufacturer. The paint combines a translucent gel formula hair dyes and exclusive Care Supreme conditioner that helps to retain the color brightness while providing softness and Shine.