Because reading This Chapter Is Worth It

Going into chapter 4 of the novel, and having read of stock markets, condiments, and rotisserie ovens I wasn't really sure what to expect when I read the sub-header claiming hair dye had revolutionized post war America. Yet after just a few pages I was introduced to two women: Shirley Polykoff and Ilon Specht. Polykoff worked for a beauty company called Clariol, and dedicated her mareting strategy to the idea of "does she, or doesn't she?" She believed in the power of discretion, which was, in my opinion, a major statement at the time because of the traditional household roles of men and women. To push the boundaries even further, Specht wrote the slogan for the famous hair color company L'Oréal, "Because I'm Worth It," (which later changed to "Because You're Worth It" in 2002). With emphasis on the "I'm" in the slogan, L'Oréal soon convinced women across the country to buy the most expensive hair coloring product on the market simply because they were doing it for themselves, not their friends or husbands or boyfriends. A major step for the beauty industry has been made. Never dd I thnk I would find myself inspired by hair coloring products. Thank you Malcolm.