“Because you’re worth it.” “Maybe she’s born with it. Maybe it’s Maybelline.” Both of these slogans are used by the L’Oreal Company. L’Oreal is a diverse cosmetics company headquartered in Clichy, France, a Paris suburb. Founded in 1907 by French chemist Eugene Schueller, who developed an improved and innovative hair dye called Aureole, L’Oreal has become a multi-brand, multi-billion dollar company in the last century. Today, L’Oreal boasts twenty-five global brands and claims €17 billion of consolidated sales in 2007 (L’Oreal). In addition to the L’Oreal brand, other popular brands include Garnier, Maybelline, Lancome, Georgio Armani, Ralph Lauren, Redken and Diesel (Adage).
L’Oreal was ranked sixteenth in the U.S. for advertising spending in 2007. In 2007, the company spent $1,632.3 million advertising in the U.S. (Adage). Of that total, $318.5 million was spent on magazine advertisements. $195.1 million was spent on network television advertising, followed by $95.8 million for syndicated television advertising spots and then by $84.2 on cable television. From 2006 to 2007, L’Oreal more than doubled its spending on internet advertising as well as local radio advertising (Adage).
Of the $1,632.3 million spent, $298.7 million was spent on the L’Oreal brand in 2007, down 4.3% from $312.3 spent in 2006 but still had the largest allocation of spending both of these years. The Garnier brand had the second largest allocation of the advertising budget with $189.2 million spent on the brand in 2007, up 33% from $142.2 million spent in 2006. Maybelline ranked third in media spending by L’Oreal with $115.6 in 2007.
The core message of “Because you’re worth it” is looking good and feeling great are the most important things in life. You should not be cheap when it comes to your appearance. It says that even if you can’t really afford it, you should get it anyway because you’re worth a little debt for the sake of self-esteem. The phrase is...