How do you think the message of self-worth would be received by women if L’Oréal did not use celebrities in its marketing?

CS 6-1 Discuss the success of L’Oréal’s slogan “Because I am worth it” over time, and how it has managed to connect with women. What is role of cosmetics in the way women of different ages look at themselves and define their self-concept and self-esteem?

CS 6-2 Comment on the role of female celebrities in delivering L’Oréal’s brand message. How do you think the message of self-worth would be received by women if L’Oréal did not use celebrities in its marketing?

CS 6-3 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 to be air brushed or retouched. Do you think this strategy will work better than glossy and airbrushed campaigns?

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