Superior Preference Hair Colour has launched a creative push starring television’s Courteney Cox, Julianne Moore, and Amber Heard.

Superior Preference Hair Colour, under L’Oréal Paris USA, which introduced the iconic Because I’m Worth It tagline for the first time in 1973, is amplifying the message behind the four words with the release of a new branding effort dubbed the #OwningIt campaign.

Written by a female copywriter forty-six years ago, the slogan was meant as a celebration of self-worth and confidence. Today, it remains a rallying cry for women everywhere to embrace their personal milestones and own the choices made daily, including hair colour.

Superior Preference has been the gold standard of the brand since 1973. Available in over 50 shades, the range offers fade-defying and luminous colour quality. The translucent gel hair dye formula pairs with the haircare giant’s Care Supreme Conditioner for shiny results.

Paying homage to said credo, the push features three bold personalities, who have come on board to share their personal stories of ownership. The cast includes spokeswomen and actresses Julianne Moore and Amber Heard, and Hollywood’s standout icon, Courteney Cox.

“With this Superior Preference campaign, we aim to inspire women to powerfully own it across all facets of their life, from personal and professional passions to their approach to beauty,” said Anne Marie Nelson-Bogle, Senior VP of Marketing for L’Oréal Paris USA.

Developed by McCann New York, the initiative will premiere this weekend via select digital, print, and social media channels. The product is available for purchase through the L’Oreal website and at mass as well as food and drug retailers throughout the United States.

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