1960-1970’s : Innovation as A Driver of Emancipation
In the Sixties, inspired by Brigitte Bardot, long hair became the trend – wild and sexy or tamed in an up-do. Under Dalle’s leadership, the company was in touch with the era, innovating with products that offered the results women wanted without compromising on safety. The launch of home hair-colouring brand Préférence in the 1970’s marked a turning point with the creation of the brand’s world-renowned tagline, “Because I’m worth it.”. The first advertising message to highlight the importance of self-esteem.