Known for the famous slogan, “Because I’m worth it,” L’Oréal hopes its new slogan, “This pill could change women’s lives forever,” is also taken to heart by its consumers worldwide. So far, it seems to be working. L´Oréal’s Active Cosmetic Division, Innéov’s home in the company, enjoyed an 11.9 percent increase in sales in 2003. The company claims that the pill has conquered the market and is the leader in anti-aging nutritional cosmetics. In addition, according to a consumer research study done by the company in August, 2003, loyalty to the new product is very strong. Some 80 percent of women who had taken the supplements over a three-month treatment period reported that they would purchase the product again.