Created in 1971 by a young female copywriter in the US, the now infamous L’Oréal ‘Because I’m worth it’ slogan, affirming female worth, came at a time when men were dominating the conception of female-targeted advertising. “It was at the beginning of feminism in the US. And claiming the self-worth of a woman in an advert, it was really the first time it happened,” Delphine Viguier-Hovasse, Global Brand President at L’Oréal Paris, told Euronews Culture at the Cannes Lions International Festival of Creativity. “It has been building the whole story of [**L’Oréal Paris**](VivaTech 2022: Luxury gro…