Which iconic beauty brand uses the slogan "Because We're Worth It"?

L'Oréal S.A. is a French personal care company headquartered in Clichy, Hauts-de-Seine with a registered office in Paris. It is the world's largest cosmetics company and has developed activities in the field concentrating on hair colour, skin care, sun protection, make-up, perfume, and hair care.

L'Oréal's advertising slogan is "Because I'm worth it", which was introduced in 1973 was written by a 23 year old English art director and introduced by model and actress Joanne Dusseau. In the mid-2000s, this was replaced by "Because you're worth it". In late 2009, the slogan was changed again to "Because we're worth it" following motivation analysis and work into consumer psychology of Dr. Maxim Titorenko. The shift to "we" was made to create stronger consumer involvement in L'Oréal philosophy and lifestyle and provide more consumer satisfaction with L'Oréal products. L'Oréal also owns a Hair and Body product line for kids called L'Oréal Kids, the slogan for which is "Because we're worth it too".