PROJ-SUN_1170x120_6-24-20

Courteney Cox

L’Oréal Paris celebrates women who “own it” in new superior preference hair color campaign

L’Oréal Paris celebrates women who “own it” in new superior preference hair color campaign

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