L'Oréal Paris is a truly global beauty brand with many internationally renowned products. For most, the name “L'Oréal” is immediately evocative of the brand’s signature phrase, "Because I'm Worth It.”— The concept behind the legendary advertising campaign for the Superior Preference® hair color launch in 1973. Today, it represents the essence of the L'Oréal Paris brand as a whole, a spirit which is about helping every woman embrace her unique beauty while reinforcing her innate sense of self-worth.