This year, “Because You Deserve It” is celebrating its 50th anniversary. Here, the ambassador of L’Oreal Paris gives him a chance to explain why the slogan is such a memorable, empowering mantra.
Some brand taglines and slogans leave brief, fleeting looks and hurry in our lives, never to be thought of again. And then there are a select few who completely refine themselves in pop culture and are impossible to forget. “Because you deserve it,” L’Oreal’s informally iconic phrase coined by a freelance copywriter in 1971, sits very comfortably in the latter category.
This year, “Because You Deserve It” is celebrating its 50th anniversary. We chatted with Eva Longoria, one of the brand’s A-list ambassadors, to find out why the slogan has become such a memorable, empowering mantra.
Read below and only for our interview with Longoria.
On the emotionally transformative effects of beauty
“Beauty is a way to change the way we feel, not just the way we look. if [you’ve] Ever dramatically changed your hair color, you feel like a different woman. [Even] When you apply a red lipstick. There is power in makeup, hair and skincare that energizes a woman. “
On the lasting power of “Because I deserve it”
“I do not know of any other company that has such a powerful slogan. It says that there is more than just buying our products. I remember the first time I said that I cried on the set because I grew up with this strong slogan that meant so much more than beauty products. It meant trusting yourself, making sure you value yourself, making sure you know your worth. It is such a powerful thing to say, and L’Oréal Paris has given us permission to say it. He said that you should say it, you should declare it.
“The tagline is a call for inspiration, a call for women, to allow them to evaluate everything in their lives and make sure they are evaluating themselves. This little slogan has so much power. “
Today on his message for the younger generation of women
“It is very cliche, but you can accomplish anything. Sometimes women [feel they need] Permission. [So if you’re asking] ‘should I? May i May i Can i?’ – Yes, you can, and you will.
On their female role models
“My mother and my sisters. I have never had to look far for role models. All the women in my family were independent, educated and governed. All the role models in my life were my family [members]”
On his philanthropic efforts
“I have many. The Eva Longoria Foundation is my main charitable institution that supports Latina women in living to their full potential as women through educational and entrepreneurial programs. In the United States for years, we are the fastest growing demographic, which means that we are the workforce of the future. Therefore, we need to prepare this workforce for the success of the Latina community. America’s success also depends on the Latino community.