The famous l’Oréal slogan “Because you’re worth it,” registered at the USPTO in 1976, has evolved with the company’s customers over the years. “Parce que je le vaux bien” and its English translation “Because I’m worth it” became popular in the late 1990s. In 2004, l’Oréal advertising started targeting the ever-growing cosmetics market for men with “Because you’re worth it too.” Then in 2009, their advertising started using “Because we’re worth it” and for kids “Because we’re worth it too.” The shift to “we” followed a psychology-based study of l’Oréal’s consumer base. "We" apparently creates stronger consumer involvement in l'Oréal’s philosophy and lifestyle and provides more perceived consumer satisfaction with l'Oréal products.
As l'Oréal celebrated its 100th anniversary in 2009, it continued to re-create itself, making ever stronger trademarks. A simple Madrid system database search yields 1,892 international trademark registrations for l’Oréal. The company also seeks to remain at the cutting edge of the cosmetics and beauty industry through research and development. It is reportedly the top nanotechnology patent-holder in the U.S. -WIPO