{"id":22668,"date":"2025-01-04T19:42:20","date_gmt":"2025-01-04T19:42:20","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=22668"},"modified":"2025-01-06T20:54:57","modified_gmt":"2025-01-06T20:54:57","slug":"loreal-worth-it","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/loreal-worth-it\/","title":{"rendered":"How L&#8217;Or\u00e9al&#8217;s \u201cWorth It\u201d Campaign Made Over Beauty Marketing"},"content":{"rendered":"<h2>Quick Summary<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Changing the beauty narrative.<\/b><span style=\"font-weight: 400;\"> L&#8217;Or\u00e9al transformed beauty advertising from price justification to personal empowerment, creating a slogan that would shine for over 50 years.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cultural evolution.<\/b><span style=\"font-weight: 400;\"> The campaign&#8217;s journey from &#8220;Because <\/span><i><span style=\"font-weight: 400;\">I&#8217;m<\/span><\/i><span style=\"font-weight: 400;\"> Worth It&#8221; to &#8220;Because <\/span><i><span style=\"font-weight: 400;\">You&#8217;re<\/span><\/i><span style=\"font-weight: 400;\"> Worth It&#8221; reflected changing social dynamics and female empowerment.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Defining brand DNA.<\/b><span style=\"font-weight: 400;\"> The slogan emerged as L&#8217;Or\u00e9al&#8217;s core identity and shaped beauty industry messaging for decades.<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Take a look in the mirror of marketing history, and you&#8217;ll find a reflection of genius that&#8217;s lasted over half a century.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When L&#8217;Or\u00e9al launched &#8220;Because I&#8217;m Worth It&#8221; in 1971, they were painting a new portrait of beauty advertising that would forever change how brands speak to women.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At a time when beauty ads often relied on male perspectives (and male narrators), the campaign flipped the script, celebrating female self-worth and individuality.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over 50 years later, the words \u201cBecause You\u2019re Worth It\u201d are as relevant as ever.<\/span><\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/6_GvlikmZzc?si=XMgnWTdCi7eU5882\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center><\/p>\n<h2>Background<\/h2>\n<p><span style=\"font-weight: 400;\">In the early 1970s, L&#8217;Or\u00e9al faced a pretty problem: Their premium hair color products cost significantly more than competitors. While other brands focused on price comparisons, L&#8217;Or\u00e9al and McCann Erickson copywriter <\/span><a href=\"https:\/\/www.loreal.com\/en\/articles\/brands\/loreal-paris-celebrating-womens-worth\/#:~:text=Coined%20in%201971%20by%20Ilon,still%20resonates%20as%20much%20today.\"><span style=\"font-weight: 400;\">Ilon Specht<\/span><\/a><span style=\"font-weight: 400;\"> took a bold stroke\u2014creating a slogan that turned price justification into a declaration of self-worth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The original &#8220;Because I&#8217;m Worth It&#8221; tagline emerged as a response to Clairol&#8217;s &#8220;Does she or doesn&#8217;t she?&#8221; campaign, which implied women should keep their hair coloring a secret.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As society evolved, so did L\u2019Oreal\u2019s message, eventually transforming into &#8220;Because You&#8217;re Worth It&#8221; in the 1990s. In 2009, the slogan changed to &#8220;We&#8217;re Worth It&#8221; to showcase inclusivity.<\/span><\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/j6DHRFuCEwA?si=rAcBmRnBAWj_iDPr\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/center><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">The History of \u201cBecause I\u2019m Worth It\u201d<\/span><\/i><\/p>\n<h2>Campaign Overview<\/h2>\n<p><span style=\"font-weight: 400;\">The campaign debuted with a groundbreaking commercial featuring a woman speaking directly to the camera, unapologetically declaring her choice to spend more on L&#8217;Or\u00e9al hair color.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This direct, first-person approach\u2014radical for its time\u2014positioned the purchase as an investment in oneself rather than an expense.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over the decades, the campaign has featured a diverse range of ambassadors, from <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=QnYmW1wT30s\"><span style=\"font-weight: 400;\">Jane Fonda<\/span><\/a><span style=\"font-weight: 400;\"> to Viola Davis, each delivering the message with personal authenticity while maintaining its empowering core.<\/span><\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/GAP2W8g533k?si=LX8gcwSKfd8k1mwy\" width=\"780\" height=\"438\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/center><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Viola Davis 2020: From \u201cI\u2019m Worth It\u201d to \u201cYou\u2019re Worth It\u201d<\/span><\/i><\/p>\n<h2>Key Success Factors<\/h2>\n<p><span style=\"font-weight: 400;\">The L\u2019Or\u00e9al \u201cBecause You\u2019re Worth It\u201d campaign was hugely successful for several reasons:<\/span><\/p>\n<h3>Perfect timing<\/h3>\n<p><span style=\"font-weight: 400;\">The slogan launched just as the women&#8217;s movement was gaining momentum, capturing the zeitgeist of female empowerment.<\/span><\/p>\n<h3>Emotional resonance<\/h3>\n<p><span style=\"font-weight: 400;\">The message transcended product benefits to tap into deeper themes of self-worth and personal choice. The focus changed from making women look beautiful to making them feel beautiful.<\/span><\/p>\n<h3>Adaptability with authenticity<\/h3>\n<p><span style=\"font-weight: 400;\">The campaign&#8217;s evolution from &#8220;I&#8221; to &#8220;You&#8221; to &#8220;We&#8221; demonstrated cultural awareness while maintaining its empowering message. This adaptability allowed L&#8217;Or\u00e9al to use the slogan across a range of products, markets, and decades without losing its key message and authenticity.<\/span><\/p>\n<h3>A global yet personal appeal<\/h3>\n<p><span style=\"font-weight: 400;\">L\u2019Or\u00e9al localized the campaign to suit different markets without losing its core message. Whether in the United States, Europe, or Asia, the message remained a powerful celebration of individuality, helping the brand connect with diverse audiences worldwide.<\/span><\/p>\n<h3>Credibility through celebrity ambassadors<\/h3>\n<p><span style=\"font-weight: 400;\">L\u2019Oreal has enlisted an extensive list of influential celebs, including <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=Ff22wNdz7zo\"><span style=\"font-weight: 400;\">Gemma Chan<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=qlr-ANPAJxU\"><span style=\"font-weight: 400;\">Eva Longoria<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=2AiOVUsrsLU\"><span style=\"font-weight: 400;\">Helen Mirren and Andie MacDowell<\/span><\/a><span style=\"font-weight: 400;\">. Over the years, the values and personas of these influencers were perfectly suited to amplify the message and increase the brand\u2019s credibility.<\/span><\/p>\n<h2>Innovative Elements<\/h2>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22670 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/meredith-baxter-in-a-1983-ad.jpg\" alt=\"meredith baxter in a 1983 ad\" width=\"780\" height=\"465\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/meredith-baxter-in-a-1983-ad.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/meredith-baxter-in-a-1983-ad-300x179.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/meredith-baxter-in-a-1983-ad-768x458.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.youtube.com\/watch?v=zpWzGCY4dvA\"><i><span style=\"font-weight: 400;\">Meredith Baxter, 1983<\/span><\/i><\/a><\/p>\n<p><span style=\"font-weight: 400;\">When L&#8217;Or\u00e9al unveiled this campaign, they didn&#8217;t just apply a fresh coat of marketing paint\u2014they completely redesigned the beauty advertising canvas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s what made it revolutionary.<\/span><\/p>\n<h3>Fourth wall breakthrough<\/h3>\n<p><span style=\"font-weight: 400;\">The direct-to-camera format created an intimate dialogue with consumers, shattering traditional beauty advertising conventions and establishing a new industry standard for authentic communication.<\/span><\/p>\n<h3>Purpose-driven pioneering<\/h3>\n<p><span style=\"font-weight: 400;\">Long before it became a marketing buzzword, L&#8217;Or\u00e9al centered women&#8217;s self-worth\u2014rather than their appearance\u2014in their messaging. The campaign created a template for values-based advertising that countless brands would follow.<\/span><\/p>\n<h3>Price barrier transformation<\/h3>\n<p><span style=\"font-weight: 400;\">The campaign ingeniously turned a product liability (higher price) into a philosophical asset, elevating the entire conversation around beauty product pricing from cost justification to self-investment.<\/span><\/p>\n<h3>Feminist marketing framework<\/h3>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22671 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/phrase-by-Delphine-Viguier.jpg\" alt=\"phrase by Delphine Viguier\" width=\"780\" height=\"324\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/phrase-by-Delphine-Viguier.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/phrase-by-Delphine-Viguier-300x125.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/phrase-by-Delphine-Viguier-768x319.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.loreal.com\/en\/articles\/brands\/loreal-paris-celebrating-womens-worth\/#:~:text=Coined%20in%201971%20by%20Ilon,still%20resonates%20as%20much%20today.\"><i><span style=\"font-weight: 400;\">Source<\/span><\/i><\/a><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019Oreal acknowledged women as independent decision-makers who didn&#8217;t need permission or validation for their beauty choices. They created one of the first truly feminist marketing approaches in beauty advertising, and it stood out in stark contrast to other beauty campaigns.<\/span><\/p>\n<h3>Emotional marketing pioneer<\/h3>\n<p><span style=\"font-weight: 400;\">Long before emotional branding was the norm, this campaign tapped into a universal truth: Confidence is priceless, and every person is worthy of it.<\/span><\/p>\n<h3>Integration of social progress<\/h3>\n<p><span style=\"font-weight: 400;\">With the evolution of the campaign slogan, L&#8217;Or\u00e9al made sure that the campaign aligned with societal shifts in gender equality and representation. The brand used diverse models and celebrities to reflect changing beauty standards.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This progressive approach made the brand feel inclusive and forward-thinking.<\/span><\/p>\n<h2>Impact and Results<\/h2>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22672 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/Andie-McDowell-in-a-2005-ad.jpg\" alt=\"Andie McDowell in a 2005 ad\" width=\"780\" height=\"430\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/Andie-McDowell-in-a-2005-ad.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/Andie-McDowell-in-a-2005-ad-300x165.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/Andie-McDowell-in-a-2005-ad-768x423.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.youtube.com\/watch?v=InIh0F_M-qw\"><i><span style=\"font-weight: 400;\">Andie McDowell, 2005<\/span><\/i><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Like a breakthrough anti-aging formula, \u201cBecause You\u2019re Worth It\u201d changed the skincare game forever\u2014and delivered stunning results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s how the campaign transformed L&#8217;Or\u00e9al&#8217;s business and the beauty landscape.<\/span><\/p>\n<h3>Global recognition<\/h3>\n<p><span style=\"font-weight: 400;\">The tagline has become one of the most recognized brand signatures in advertising history, with widespread awareness across multiple generations and markets.<\/span><\/p>\n<h3>Market dominance<\/h3>\n<p><span style=\"font-weight: 400;\">L&#8217;Or\u00e9al&#8217;s market value skyrocketed from $4.7 billion in 1971 to over $200 billion today, with the campaign playing a pivotal role in building and maintaining brand equity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The slogan <\/span><a href=\"https:\/\/shortyawards.com\/9th-impact\/loreal-x-courageous-women-of-worth\"><span style=\"font-weight: 400;\">significantly increased<\/span><\/a><span style=\"font-weight: 400;\"> brand awareness and favorability for L\u2019Oreal:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand awareness stands at 87% in the U.S. market.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">75% of users show brand loyalty.<\/span><\/li>\n<\/ul>\n<h3>Cultural penetration<\/h3>\n<p><span style=\"font-weight: 400;\">The phrase has been successfully translated into 40 languages while maintaining its empowering essence, proving that self-worth transcends cultural and linguistic boundaries.<\/span><\/p>\n<h3>Brand loyalty boost<\/h3>\n<p><span style=\"font-weight: 400;\">Internal studies revealed that women who connected emotionally with the &#8220;Worth It&#8221; message showed 25% higher brand loyalty compared to those who simply liked L&#8217;Or\u00e9al&#8217;s products.<\/span><\/p>\n<h3>Category leadership<\/h3>\n<p><span style=\"font-weight: 400;\">The campaign helped L&#8217;Or\u00e9al maintain its position as the world&#8217;s largest cosmetics company, with the slogan becoming so iconic that it&#8217;s now studied in marketing textbooks globally.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2009, the slogan made the Advertising Hall of Fame.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The campaign fundamentally altered beauty advertising. The shift influenced countless beauty brands, from Dove&#8217;s &#8220;<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=JNYjRmNCu9o\"><span style=\"font-weight: 400;\">Real Beauty&#8221;<\/span><\/a><span style=\"font-weight: 400;\"> campaign to Sephora&#8217;s <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=wuIqn6ctFZs\"><span style=\"font-weight: 400;\">&#8220;The Unlimited Power of Beauty,&#8221;<\/span><\/a><span style=\"font-weight: 400;\"> establishing a new standard where beauty marketing celebrates self-worth rather than insecurity.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-22673 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/kate-winslet.jpg\" alt=\"kate winslet on an ad\" width=\"780\" height=\"371\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/kate-winslet.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/kate-winslet-300x143.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/01\/kate-winslet-768x365.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.youtube.com\/watch?v=jXpw-RSgdAo\"><i><span style=\"font-weight: 400;\">Kate Winslet Bares All, 2022 \u201cLessons of Worth\u201d<\/span><\/i><\/a><\/p>\n<h2><b>Marketer Takeaways<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Emotional truth outshines product features.<\/b><span style=\"font-weight: 400;\"> Connect with consumers&#8217; deeper motivations and values rather than focusing solely on product attributes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Evolution keeps classics fresh.<\/b><span style=\"font-weight: 400;\"> Update messaging to reflect societal changes while maintaining core brand values.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Consistency builds equity.<\/b><span style=\"font-weight: 400;\"> A powerful message, consistently delivered over time, becomes part of cultural conversation.<\/span><\/li>\n<\/ul>\n<blockquote><p>Ready for a marketing makeover? 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campaign has reshaped beauty marketing, driving empowerment and emotional connection with consumers.<\/p>\n","protected":false},"author":113,"featured_media":22669,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/22668"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/113"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=22668"}],"version-history":[{"count":3,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/22668\/revisions"}],"predecessor-version":[{"id":22685,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/22668\/revisions\/22685"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/22669"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=22668"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=22668"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=22668"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}