In the 1970s L’Oreal had an expensive line of products than its then competitor Clairol. To convince its customer, L’Oreal came with the brand line “Because you’re worth it”. The line later got altered as “Because you’re worth it” and today it is, “Because we’re worth it”. It has got translated into 40 languages; although I don’t like the Hindi translation, as the essence is lost.
Coming back to the tag line “Because we’re worth it” or “Because you’re worth it” is so empowering. For many its, a statement of self-confidence and boosts their self-esteem. Many times in life, we face the imposter syndrome. Thus we hesitate to express our views, ideas and new perspectives. There is always a fear of being looked like a copy or an imposter as it goes in the syndrome’s name. Our inner demons even though not rational or real, keep fighting with our esteem. Thus, a line like this can give that one small push towards gaining back the lost confidence. It celebrates your uniqueness and gives one a feeling of being fine the way you are. A shift from “I am not good enough” to “I am perfect the way I am or the way I am not.”
It might look like a superficial shift with wordplay. But, for someone who is emotionally low and is caught up in a downward spiral, this can be a paradigm shift. It has the potential to give a new way of being. The shift from you to we is also critical based on the context it is used in. A community or country which is always looked down globally because of anything can get an inspiration to play with their full potential if they really get this statement. There is self-validation in it. One doesn’t depend on other person/ authority to certify. We can think different, be different. We can do what you want to do and yet be happy, “Because we’re worth it”.
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