“You’re worth it.”
The statement came at the end of a commercial for make-up. Make-up. I rolled my eyes. The intensity of the statement didn’t seem to match the triviality of the product. (It actually turns out there’s a whole story behind how L’Oreal came up with the slogan in 1973 and its connections to feminism and the human psyche.)
In recent years, the message of “you’re worth it” has become prevalent in advocating all kinds of experiences and products — posh vacations, luxury cars and weight-loss programs, just to name a few.