When Aniston spoke about what she was worth, women were reminded of her much-publicised earning power. They found that hard to identify with.
Worse, the line refused to work in translation. In the vast Chinese market, women simply didn't understand such individualism. So, to make the slogan 'more inclusive', it became 'Because you're worth it'. Now it speaks directly, and flatteringly, to the customer, but it lacks the audacious swagger of the original. It will be interesting to see how long this one lasts.