Slogans are the heartbeat of a brand’s identity, encapsulating its values, aspirations, and connection to its audience. But L’Oréal Paris’ iconic tagline, “Because I’m worth it,” wasn’t born as a slogan—it became one. And, in doing so, it transformed into a mission that resonates with women worldwide.
Behind this powerful phrase lies a feminist history that deserves to be remembered. To mark the release of the documentary about the most famous beauty brand slogan, we celebrate the copywriter who brought it to life and explore why this slogan still matters today.
The birth of a revolution: Ilon Specht and the 1971 campaign
In 1971, L’Oréal Paris was preparing to launch Preference, a new hair color product, in the U.S. market. The brand hired the McCann-Erickson agency in Manhattan to create the advertising campaign.
At the time, the advertising world was male-dominated, and women were often portrayed as mere objects in marketing campaigns—dressing, smelling, and behaving according to men’s ideals of the “perfect woman.”
L’Oréal’s goal was to establish Preference as a technologically advanced and premium alternative to its U.S. competitor, Nice ‘n Easy, which dominated the American hair color market at the time.
However, the creative team at McCann-Erickson was struggling to find a concept that would truly resonate with American women. Facing a tight deadline, the team was under pressure to deliver a compelling campaign within weeks.
It was in this high-pressure environment that Ilon Specht, a 24-year-old copywriter, stepped in. Frustrated by the male-dominated advertising landscape and the lack of authentic female representation in ads, Specht wrote the now-iconic script in just five minutes.
Her words shifted the narrative from appealing to male ideals to empowering women, capturing the spirit of the growing feminist movement in the 1970s.
The ad that changed everything
The ad began with a bold statement:
“I use the most expensive hair color in the world. Preference by L’Oréal. It’s not that I care about money. It’s that I care about my hair. It’s not just the color. I expect great color. What’s worth more to me is the way my hair feels. Smooth and silky but with body. It feels good against my neck. Actually, I don’t mind spending more for L’Oréal.”
For the first time in beauty advertising, women were portrayed as empowered individuals with agency over their choices. They had the power to spend money on what they wanted, not because they were told to, but because they believed they were worth it.
A feminist manifesto in four words
Ilon Specht’s words may seem obvious today, but in 1971, they were revolutionary. The campaign was approved, and two versions were shot: the iconic ad we all know, and a second version featuring a man with his arm around a woman’s neck, as she gazes at him adoringly in silence.
The second version starkly highlights the male-dominated power dynamics of the time and serves as a reminder of how far we’ve come—and how much further we still have to go.
The United States was in the midst of the second wave of feminism, and Specht’s words were embraced as a feminist slogan. She paved the way for women in advertising, promoting self-confidence and empowerment.
L’Oréal celebrated 50 years of its slogan
The slogan achieved success almost immediately, but the brand sought to deepen its mission to empower women. This led to the shift from “Because I’m worth it” to “Because you’re worth it”, transforming the phrase into a universal declaration of self-worth.
By addressing every woman directly, L’Oréal reaffirmed their value and reinforced the idea that women’s power is limitless—and their worth, undeniable.
A global mission of empowerment
L’Oréal Paris built an entire brand mission around its tagline, turning it into a symbol of female empowerment. Translated into over 40 languages, the slogan resonates with women worldwide:
- French: Parce que je le vaux bien
- Spanish: Porque yo lo valgo
- German: Weil ich es mir wert bin
- Italian: Perché io valgo
- Portuguese: Porque eu mereço
- Chinese: 我值得拥有
- Japanese: それだけの価値がある
- Russian: Потому что Вы этого достойны
This universal message has become a rallying cry for women everywhere, inspiring them to embrace their worth and ambitions.
L’Oréal Paris has long championed the belief that every woman, no matter where she is in the world, deserves access to high-quality beauty products at affordable prices—empowering her to feel confident.
The documentary: “Because I’m Worth It: The Final Copy of Ilon Specht”
The recently launched documentary, produced by Traverse32 and Breakwater Studios in partnership with L’Oréal Paris and McCann, pays tribute to Ilon Specht and her groundbreaking work.
In just 17 minutes, the film captures Specht’s personality, sarcasm, and the profound impact of her words. It also features the male-dominated version of the Preference ad, a stark reminder of what women have achieved in the past, and the progress still needed in gender equality.
The documentary premiered on International Women’s Day at SXSW and is now available on TED, YouTube, Prime Video, and AMC+. It’s a must-watch for anyone interested in advertising, copywriting, feminism, or the power of words to inspire change.
Why the slogan “Because I’m worth it” still matters
“Because I’m worth it” is more than a slogan—it’s a mantra. It has transcended its origins as an advertising tagline to become a statement of empowerment and self-love. In a world where beauty standards are constantly evolving, L’Oréal’s message remains timeless: you are worth it, just as you are.
As Ilon Specht herself said:
“I’m not interested in advertising. I don’t give a s#!t. It wasn’t like it was my whole life. It was just a portion. It’s about humans; it’s not about advertising. It’s about caring for people because … we’re all worth it, or no one is worth it.”
This sentiment is why the tagline has endured. Women are no longer seen as mere consumers; the brand gave us a voice, power, and self-confidence—and we are not willing to give it up.
Final thoughts
L’Oréal’s “Because I’m worth it” is a testament to the power of advertising to shape culture and inspire change. From its creation by Ilon Specht in 1971 to its evolution into a global movement, the tagline has left an indelible mark on the beauty industry and beyond.
The documentary serves as a reminder that sometimes, a few simple words can change the world. And, as women everywhere continue to embrace their worth, the legacy of Ilon Specht’s revolutionary slogan lives on.
