"Because You're Worth It"

A popular brand uses this as their tagline, and it’s always annoyed me terribly.

I was brought up to know that as a human I have inherent value. I try to raise my daughter the same way, so I keep reminding her how much she means to me, bolster her heart to protect her against inevitable douchebags. In that vein, everyone is worth it.

Is worth what, exactly?

This brand sells … perfume? Face cream? I can’t even recall, and I don’t even care. The point is, their tagline is pointing out that you deserve to spend your money on their product. Well what if I can’t afford the product? Does that mean I’m not worth it?

We’ve been over this. The human condition is tough. Things don’t always go as planned. Some people get a particularly short end of the stick of life. There’s no justice to it, just wanton cosmic random chance. Whether you end up able to afford the face cream you’re worth is entirely up to a unique combination of the absence of bad luck, decades of hard work, and growing up in a place where such hard work pays off as it should.

I don’t usually watch TV, so I’m mostly spared zapping by beautiful models parrotting off the tagline in a bubbly tenor. Thankfully, because I think I’d go insane. In a world with people who would take medicine, antibiotics or clean water over a goddamn face cream, the phrase cuts me like a knife on a blackboard.

Everyone is worth it. I believe it’s in a charter somewhere.

All human beings are born free and equal in dignity and rights. They are endowed with reason and conscience and should act towards one another in a spirit of brotherhood.

How’s that for a face cream tagline?