L’Oréal’s iconic slogan “Because I’m Worth It"

Beauty giant L’Oréal has gone beyond the traditional boundaries of advertising, creating a documentary-style narrative that centers on women’s self-confidence and sense of worth. The 17-minute film, “The Final Copy of Ilon Specht”, tells the true story behind the iconic slogan “Because I’m Worth It” through the voices of real people.

The film was directed by two-time Academy Award winner Ben Proudfoot, who described it as:

“This film is not an ad—it had to be a truthful story about people.” By granting the director complete creative freedom, L’Oréal and its leadership allowed the “power of trust” to become the film’s true essence and lasting value.

Who is Ilon Specht?

Ilon Specht (April 19, 1943 – April 20, 2024) is best known for writing L’Oréal Paris’ historic slogan, “Because I’m Worth It,” while working as a copywriter at the New York-based McCann (McCann-Erickson) agency.

Created in the early 1970s, this slogan is celebrated for elevating women’s voices, freedom, and self-confidence in advertising to a new level. In the first TV commercial featuring the slogan, actress Joanne Dusseau spoke the words on screen, marking a landmark moment that amplified women’s voices in the public eye.

Ilon Specht later advanced her career as Creative Director at Jordan McGrath Case & Taylor, leading campaigns for organizations such as Peace Corps, American Red Cross, and Underalls.

“Because I’m Worth It”

In 1971, the second wave of the women’s rights movement was at its peak in the United States. At that time, most advertisements portrayed women from the perspective that they used beauty primarily to please others. L’Oréal’s slogan, “Because I’m Worth It,” broke this mold:

• It became the first major advertising slogan to let women speak for their own worth, emphasizing that they have the right to make decisions for themselves. By directly expressing a woman’s subjective value and self-esteem, the slogan empowered countless women.

• Until then, advertising had largely been male-centered. This slogan marked the beginning of brands amplifying the consumer’s voice, particularly women’s. “Because I’m Worth It” positioned the consumer not just as a buyer, but as an individual with her own opinions and agency—a profound shift in perspective.

• The slogan quickly became a part of pop culture and a symbol of women’s self-confidence. Research in Feminist Media Studies notes that it aligned with the self-empowerment ethos of the women’s movement from the 1970s onward, reaching a wide audience. Today, L’Oréal continues to use the slogan, demonstrating its lasting cultural significance.

• Beyond boosting sales, the slogan elevated L’Oréal’s brand value, transforming it from a beauty product label into a symbol of women’s self-confidence. Studies show that over decades, it has become a benchmark for emotional branding, connecting with consumers on a deeply personal level.

In short: “Because I’m Worth It” is not just one of the most iconic marketing slogans in history—it is a cultural phenomenon that brought the voice of the 1970s feminist movement into advertising and helped women around the world recognize their own worth and value.

What does the film convey?

• Main focus: The life and work of Ilon Specht.

• Trust and freedom: By giving the director full creative freedom, L’Oréal allowed the film to go beyond traditional advertising, becoming a story that highlights human worth.

• Human-centered narrative: Instead of focusing on sales, the film connects with viewers through the real-life story of a person recognizing her own value.

Major Achievements

The film won the Film Grand Prix at the 2025 Cannes Lions Festival, demonstrating that when brand content is created thoughtfully, it can influence not only sales but also culture and public discourse.

• Trust + Freedom: By adhering to the principle of “trusting the filmmakers,” the power of the film was amplified.

• Human-centered narrative: Rather than focusing on sales, the story highlights human worth and finding one’s own voice.

• Public recognition: The film received an 8.3/10 rating on IMDb, reflecting strong acclaim within the professional community.

Why this is more than a typical advertisement

• Value-driven storytelling: Instead of highlighting product features, the film conveys the idea of women recognizing their own worth.

• Documentary approach: Using archival footage, interviews, and the director’s distinctive editorial style, the film builds credibility and authenticity.

• Cultural impact: Winning the top award at Cannes Lions demonstrates that this work is not only beautifully produced but also reaches the level of cultural storytelling.

Conclusion

In 2025, the smartest moves for brands are:

• Short-form content: Quickly reaches the public and captures attention amidst the noise of social feeds.

• Long-form content: Reinforces brand value and builds trust.

“The Final Copy of Ilon Specht” reminds us of one important lesson:

👉 Brand success relies not just on reach, but on trust. When a brand answers the question, “Why am I valuable?”, viewers don’t just watch—they remember, share, and convert that experience into long-term trust.