I didn't like the Viola Davis campaign because she *is* so intense and *is* so direct that it was jarring to think that amount of emotion and in-your-faceness was all about...selling me something. Meh. It felt like a bait-and-switch the first time I saw it.
Hi - Well, I think it's more important to say: "I'm worth it" when NOT looking in the mirror. The mirror isn't always a friend. We all have other reasons to feel vabuable, we just don't always say them to ourselves or out loud. It's a good think to practice SHOUT them at rallies, etc.
Thanks for this. You really got to the heart of the problem(s). And in reminding me of the old L’Oreal commercials, you reminded me of my uneasiness with them. I couldn’t figure out why the line wasn’t “Because you deserve it.”
Aww no, Kate Winslet is still gorgeus without her make-up! So the message kind of fell flat for me, as much I really like her and her acceptance of her own human self. Viola Davis? Love her no matter what. What an actor to even make a company like L'Oreal seem relevant and real. I get that it seems disingenious as noted in another comment; however, she always been 200% of herself to everything. And who knows, maybe this commercial could make a difference to someone especially for those of us women of color. BTW, I met her once many years ago at an event in Providence, RI and she was as gracious and beautiful as one would imagine her to be.
As always, reading your excellent posts every Tuesday morning jumpstarts my brain cells, and I’ve been thinking about this one all day.
In addition to watching the Kate Winslet and Viola Davis “I’m worth it” videos for L’Oréal, I watched the Jane Fonda one too. I love all 3 actors, so admire their work and hung on every word in the videos, all 3 so earnest and sincere.
But at the end of the day, messages of positivity, self worth and self acceptance from Big Beauty (and L’Oréal is not alone) is also intended to make you feel better about buying their brand.
Not wanting to sound like a scold, I do think that L’Oréal’s original “Because I’m worth it” tagline was also meant to assure women who could not afford to go to a swanky salon to have their hair colored that they could still enjoy a luxurious experience. Even the names of their products are aspirational—Excellence, Superior Preference and, my favorite, Age Perfect. I also think that the woman who walks through the door of a swanky salon for a hair color appointment (and I’m one of them), and who is about to part with many more dollars than the price of a box of drugstore hair color is also justifying her decision to some extent by saying to herself “Because I’m worth it” or some variation on that line, whether or not she first heard it from L’Oréal.
Thanks again for yet another thought-provoking post! xo
I didn't like the Viola Davis campaign because she *is* so intense and *is* so direct that it was jarring to think that amount of emotion and in-your-faceness was all about...selling me something. Meh. It felt like a bait-and-switch the first time I saw it.
Very insightful, Val!
Hi - Well, I think it's more important to say: "I'm worth it" when NOT looking in the mirror. The mirror isn't always a friend. We all have other reasons to feel vabuable, we just don't always say them to ourselves or out loud. It's a good think to practice SHOUT them at rallies, etc.
Thanks for this. You really got to the heart of the problem(s). And in reminding me of the old L’Oreal commercials, you reminded me of my uneasiness with them. I couldn’t figure out why the line wasn’t “Because you deserve it.”
Aww no, Kate Winslet is still gorgeus without her make-up! So the message kind of fell flat for me, as much I really like her and her acceptance of her own human self. Viola Davis? Love her no matter what. What an actor to even make a company like L'Oreal seem relevant and real. I get that it seems disingenious as noted in another comment; however, she always been 200% of herself to everything. And who knows, maybe this commercial could make a difference to someone especially for those of us women of color. BTW, I met her once many years ago at an event in Providence, RI and she was as gracious and beautiful as one would imagine her to be.
Or take inspiration from Kacy, the trainer/life coach in Inventing Anna, and repeat her mantra, “I’m a Bad bitch!”
As always, reading your excellent posts every Tuesday morning jumpstarts my brain cells, and I’ve been thinking about this one all day.
In addition to watching the Kate Winslet and Viola Davis “I’m worth it” videos for L’Oréal, I watched the Jane Fonda one too. I love all 3 actors, so admire their work and hung on every word in the videos, all 3 so earnest and sincere.
But at the end of the day, messages of positivity, self worth and self acceptance from Big Beauty (and L’Oréal is not alone) is also intended to make you feel better about buying their brand.
Not wanting to sound like a scold, I do think that L’Oréal’s original “Because I’m worth it” tagline was also meant to assure women who could not afford to go to a swanky salon to have their hair colored that they could still enjoy a luxurious experience. Even the names of their products are aspirational—Excellence, Superior Preference and, my favorite, Age Perfect. I also think that the woman who walks through the door of a swanky salon for a hair color appointment (and I’m one of them), and who is about to part with many more dollars than the price of a box of drugstore hair color is also justifying her decision to some extent by saying to herself “Because I’m worth it” or some variation on that line, whether or not she first heard it from L’Oréal.
Thanks again for yet another thought-provoking post! xo
I so love that photo I couldn't read the essay due to the tears of rapture and disbelief filling my eyes! Grrrrl!! Here's the thing that's incredible:
You look the same!