Because I’m worth it: Religion and women’s changing lives in the west

BOOK:  Women and religion in the west: Challenging secularization
AUTHOR: Linda Woodhead
SUMMARY: The contemporary contradictions of femininity are nicely captured by the hugely successful L'Oreal advertising campaign "Because I'm worth it", launched in 1973 and still running today. On the one hand, the slogan captures just how much has changed for women as they have been allowed access to male projections of independent, self-referential, entitled self-hood as never before. On the other hand, the very necessity of having to make such an assertion and, more importantly, to prove one's worth by buying expensive beauty products in order to make oneself more attractive and "worthy" indicates just how fragile the sense of entitlement may be.

CULTURAL REFERENCE:  ​The misogynist adverts by L'Oreal.

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Scientific paper