NEW YORK — L’Oréal Paris Superior Preference Hair Color launched in 1973, introducing the brand’s now iconic tagline “Because I’m Worth It” for the first time. Written by a female copywriter, those four words struck an immediate chord as a celebration of self-worth and confidence and became an unofficial call-to-action for women. Now, the brand is amplifying that message even further with the launch of the Superior Preference #OWNINGIT campaign. It’s a rallying cry for women everywhere to truly own, celebrate and be proud of their personal achievements and decisions made in life – their hair color included. Why? Because they’re worth it.
The campaign stars actress Courteney Cox along with L’Oréal Paris spokeswomen and actresses Julianne Moore and Amber Heard, all of whom go all in when believing in something. Each woman has a unique, personal story of owning their life and their signature hair color. The first part of the integrated campaign debuts as a commercial during this weekend’s Golden Globes broadcast.
“Since launching over 40 years ago, Superior Preference has stood for more than just hair color. Its message of empowerment and championing women is more relevant today than ever before,” says Anne Marie Nelson-Bogle, senior vice president, marketing, L’Oréal Paris USA. “With this new campaign, we want to inspire women to powerfully own it across all facets of their life – from their personal and professional passions to their approach to beauty, including their hair color.”
“There was a time where I was fighting against the external representation and presentation of myself and what other people thought about that. But now, I just own it,” remarks Amber Heard. “I own my blonde and I own being me. Just like my hair, there are many more dimensions to my life than meet the eye.”
“Above all, I own being a mom and nurturing my relationships,” notes Courteney Cox. “Being a good mom, a good partner and a good friend are three of the most important things to me. I try to own it by always being there and listening. As for my hair, simply stated, my brunette color is who I am.”
Superior Preference has been L’Oreal Paris’ gold standard in hair color since 1973. Available in over 50 shades, Superior Preference delivers long lasting color that’s luminous and fade defying. It pairs the brand’s translucent gel hair dye formula with its exclusive Care Supreme Conditioner to help keep color vibrant, while providing silky and shiny hair color. Preference Hair Color has a suggested retail price of $9.99 and is available at www.lorealpaarisusa.com, as well as mass, food and drug retailers nationwide.
Just like the original Superior Preference campaign in 1973, “Own It” was created by McCann New York. The campaign premieres this weekend and will live on social, digital and in print media throughout the following months.