L'Oreal gets a Millennial makeover.

The iconic L'Oreal tagline - "I don't mind paying more, because I'm worth it," was the stuff of advertising industry lore. 

While its original intent was to justify the brand's premium pricing strategy, what made it special was its reaffirmation of female self-worth.  According to McCann-Erickson collective memory, in 1971, a rare female copywriter (her name unfortunately has not been remembered) who was rediscovering her own self-worth through therapy came up with it.  It spoke to the Silent Generation women who regretted their own lack of choices and were now encouraging their daughters to take advantage of the opportunities they never had.

Reflecting a new reality, in the 90's the line morphed into "Because you're worth it," taking a more supportive stance at a time when women were starting to work in greater numbers, and the focus was on helping each other to navigate this strange new world.

These days, Millennials take the fact that woman work for granted.  They are more diverse, and potentially more inclusive, so perhaps the new tagline - "Because we are all worth it," will speak to them. 

Although I wonder if they really could use a shot of self-esteem more, since social media seems to be destroying it.

Faw, L. (2017, June 21)  Why L'Oreal Paris Tweeked Its Iconic Tagline.  mediapost.com.  Retrieved June 23, 2017, from  https://www.mediapost.com/publications/article/303220/why-loreal-paris-tweeked-its-iconic-tagline.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=103874&hashid=pWUJIUyQGMyJVccRQy8fKxuJEXY

Let ad agency reintegration begin!

8/12/10

According to the rumor mill, McCann-Erickson is hinting that reintegration may be in its future. I say it’s about time. (Bush, 2010)

I spent most of the 80s and 90s as an account person at fully integrated agencies including a ten year stint at McCann. The holistic nature of my role allowed me to be a true partner for my clients and to explore innovative advertising programs. Then, just when media alternatives exploded, opening the door to exciting new solutions, ad agencies unbundled their media and creative services in search of greater revenues. But at what cost? How can a service business give its clients exceptional ideas when input is limited to only one part of what should be a highly coordinated effort?

Frankly, I found the year I spent as a “creative only” partner to be an exercise in frustration, with my efforts hamstrung by an unimaginative media agency. I was dismayed to see my clients getting less than they deserved, and ultimately bored by my inability to help them progress. I left the business shortly thereafter.
Reintegration will not only better serve clients, but may also help agencies to attract the level of talent they once took for granted. Amen to that.

Bush, M. (2010, August 9). McCann Talk Hints at Bringing Media, Creative Closer. adage.com. Retrieved August 11, 2010, from http://adage.com/agencynews/article?article_id=145300