“Because I’m worth it”: the L’Oréal slogan documentary

Created in 1971 by Ilon Specht, this cult L’Oréal slogan is much more than an advertising phrase. It‘s a feminist manifesto that has transformed the image of women in advertising.

A revolt against sexism in advertising

In the early 70s, advertising was still largely dominated by the male gaze. Campaigns for beauty products, cigarettes or cars often reduced women to a passive role. They were often the object of desire or simply a means to an end.

It was against this backdrop thatIlon Specht, a 23-year-old designer-editor at McCann, refused to perpetuate these stereotypes. In 1971, she wrote the slogan “Parce que je le vaux bien” (“Because I’m Worth It”) for an advert for L’Oréal Paris‘ Préférence hair color. For the first time, a beauty brand asserted that women deserved to invest in themselves, independently of the male gaze.

A L’Oréal slogan becomes a worldwide phenomenon

The campaign was an immediate success. Préférence quickly became the number 1 hair color on the market. The slogan was adopted for other brand products. Today, translated into over 40 languages, it is one of the most famous in the world, and still embodies L’Oréal Paris ‘ commitment to female emancipation.

A poignant tribute to its author

To honor the memory of the lateIlon Specht, two-time Oscar-winning filmmaker Ben Proudfoot has produced a documentary entitled The Final Copy of Ilon Specht. This 16-minute short looks back at the publicist’s revolutionary vision and the impact of her work on the history of feminism and marketing.

Delphine Viguier-Hovasse, International Director of L’Oréal Paris, points out, “This four-word manifesto changed society forever and continues to inspire women to claim their worth.”

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