L’Oréal has a long history of putting women first: In 1971, Meredith Baxter became the first to say the now-iconic slogan, “Because I’m Worth It,” in a commercial for the brand’s Préférence hair color. The ad was revolutionary in that it didn’t feature a male voiceover—as other beauty commercials did at that time—and empowered women rather than objectifying them. (Is it any wonder that the campaign idea came a female copywriter, Ilon Specht, forerunner of Mad Men’s Peggy Olson?)
Since its debut, “Because I’m worth it” has been modified to “Because you’re worth it,”and some, like L’Oréal spokesmodel Diane Keaton, even favor the collective “Because we’re worth it.” Regardless of how you say it, the basic sentiment remains and it’s one the company holds dear: this year marks L’Oréal’s seventh annual “Women of Worth” awards. From now until May 31st, you can nominate deserving women—those who have helped others realize their worth and who have brought relevant social causes to light—at womenofworth.com. Ten motivational honorees will be awarded $10,000 for their charitable cause, with one national honoree being awarded an additional $25,000. All ten winners will be recognized at an awards ceremony and dinner hosted by Hearst Magazines and L’Oréal Paris in New York City.