1. Discuss the success of LOrals slogan Because Im worth it over time and how it has...

1. Discuss the success of L’Oréal’s slogan “Because I’m worth it” over time and how it has managed to connect with women. What is the role of cosmetics in the way women of different ages look at themselves and define their self-concept and self-esteem?

2. Comment on the role of women celebrities in delivering L’Oréal’s brand message? How do you think the message of self-worth will be received by women if L’Oréal did not use celebrities in its marketing?

3. Discuss the appeal of the Age Perfect advertising campaign for the older women. Actress Helen Mirren insisted that her facial features, including wrinkles and age spots, were not be air brushed or retouched. Do you think this strategy will work better than glossy and airbrushed campaigns?

The case discusses the marketing and advertising strategy that L’Oréal Paris has used for its brand Age Perfect range of beauty products targeted at older women. The advertising campaign is based on the theme ‘grow bolder’, and promotes the idea that women should continue to give themselves importance, feel beautiful, and take care of themselves as they grow older.