NEW YORK — As L’Oréal’s slogan “Because I’m Worth It” reaches its 30th anniversary, the company is planning a celebration. An exhibition called “Because I’m Worth It: A Celebration of Women” will be held at the Chelsea Art Museum in New York City to benefit the Ovarian Cancer Research Fund, a non-profit organization dedicated to finding a cure for ovarian cancer.
“We think it’s a big deal for us and for women that the phrase ‘Because I’m Worth It’ has existed for 30 years without any kind of hiatus,” said Carol Hamilton, president of the L’Oréal Paris brand.
She noted that the idea behind the exhibition was to do something that recognizes women but “it also had to be artistic.”
L’Oréal asked beauty and fashion and fine art photographers as well as photojournalists from all over the world to “submit a photograph that for them was a celebration of women,” said Hamilton.
Many of the photographs are portraits of women, as well as some photos of models and actresses from photographers that include Walter Chin, Patrick Demarchelier, Pamela Hanson and Christopher Micaud. “Virtually everyone that you could think of has contributed,” said Hamilton. “So, we’re really excited about it.”
Almost 100 photographers have donated work, which will be auctioned off at the exhibition preview gala on Dec. 2. “The proceeds will go to the OCRF, which is our key cause,” noted Hamilton. “We started working to raise money for the OCRF in 1997 so this was just a continuation but a really important event to kind of bring it all together.” The images will be on display from Dec. 3-7.