A new documentary short film explores the life and achievements of the advertising pioneer behind L’Oreal’s famed slogan ‘Because I’m worth it’. The slogan, credited to propping up a new era of women’s empowerment in advertising, set the tone for decades of future campaigns.
The groundbreaking advertising figure is none other than Ilon Specht, a copywriter at New York agency McCann Erickson. At age 23 in 1973, she penned the now-iconic phrase in reaction to an industry that she saw as portraying women merely as concerned with pleasing men. This bold step propelled both her and the brand she was working for into the global spotlight.
The film delves into Specht’s journey, her inspiration behind the slogan, and the impact it had on advertising and women worldwide. It encapsulates the spirit of an era when women were increasingly challenging established standards of beauty and societal norms.
‘Because I’m worth it’ has since been adapted into L’Oreal’s various global campaigns, becoming an enduring symbol of the company’s commitment to women’s self-worth and empowerment. The mark it left on the industry is explored in depth in the new documentary.
In a world of shifting societal and cultural norms, the documentary frames Specht’s slogan as a beacon of change in how women were seen and marketed to across the globe.
Last modified: March 13, 2025
