Certain brand taglines and slogans make brief, fleeting appearances in our lives and quickly leave, never to be thought of again. And then there are the select few that fully ingrain themselves into pop culture and are impossible to forget. “Because you’re worth it,”s inarguably iconic phrase coined by a freelance copywriter in 1971, sits very comfortably in the latter category.
This year, “Because you’re worth it” is celebrating its 50th anniversary. We chatted with one of the brand’s A-list ambassadors, Eva Longoria, to get her take on why the slogan has become such a memorable, empowering mantra.On the emotionally transformative effects of beauty “Beauty has a way to transform us in the way we feel, not only the way we look. If [you’ve] ever dramatically changed your hair colour, you feel like a different woman. [Even] when you put a red lipstick. There is power in makeup, hair, and skincare that provides a woman with a boost of energy.”“I don’t know another company that has such a powerful slogan. It says so much more than just ‘buy our products.
“The tagline is a call to inspiration, a call to women, to give them the permission to evaluate everything in their lives and make sure they’re valuing themselves. This tiny slogan has so much power.”“It is so cliché, but you can accomplish anything. Sometimes women [feel they need] permission. [So if you’re asking] ‘Should I? Can I? Will I? Could I?’ — yes, you can, and you will.“My mom and my sisters. I never had to look far for role models.
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