L'Oréal Paris has a new campaign for Superior Preference Hair Color featuring Courteney Cox, Amber Heard and Julianne Moore -- celebrating women who "own it."
L'Oréal Paris Superior Preference Hair Color launched in 1973, introducing the brand's now iconic tagline "Because I'm Worth It" for the first time. Written by a female copywriter, those four words struck an immediate chord as a celebration of self-worth and confidence and became an unofficial call-to-action for women.
Now, the brand says it is amplifying that message with the launch of its #OWNINGIT campaign. L'Oreal says it is a rallying cry for women everywhere to truly own, celebrate and be proud of their personal achievements and decisions made in life -- their hair color included.
The campaign stars actress Courteney Cox along with L'Oréal Paris spokeswomen and actresses Julianne Moore and Amber Heard, telling their personal stories -- of "owning their life and their signature hair color."
The first part of the integrated campaign debuted as a commercial during the Golden Globes broadcast.
Anne Marie Nelson-Bogle, senior vice president, Marketing, L'Oréal Paris USA says, "Since launching over 40 years ago, Superior Preference has stood for more than just hair color. Its message of empowerment and championing women is more relevant today than ever before."
Nelson-Bogle continues, "With this new campaign, we want to inspire women to powerfully own it across all facets of their life – from their personal and professional passions to their approach to beauty, including their hair color."
Just like the original Superior Preference campaign in 1973, "Own It" was created by McCann New York.
The campaign premieres this weekend and will live on social, digital and in print media throughout the following months.