A SHORT DOCUMENTARY ABOUT THE CREATIVE GENIUS BEHIND L’ORÉAL PARIS' SLOGAN
“Ilon’s Specht’s four-word manifesto that changed society forever is the very beginning of L’Oréal Paris’s commitment to empower women. Her legacy fuels L’Oréal Paris’ Worth It equity and drive our women’s empowerment mission at scale.”
Delphine Viguier-Hovasse, Global Brand President of L’Oréal Paris.
YOU KNOW THE LINE.
BUT DO YOU KNOW THE WOMAN BEHIND IT?
THE FINAL COPY OF ILON SPECHT is an intimate deathbed account of the unsung advertising genius who coined L'Oréal Paris' iconic Because I'm Worth It slogan in 1971, a four-word feminist manifesto that, against all odds, changed advertising forever. A tribute to Ilon Specht, the woman and McCann agency copywriter who boldly challenged the norms of her time, daring to creatively go where no beauty company or adman had ever gone before, from the two-time Oscar® winning director Ben Proudfoot. From her beginnings in the advertising world, to the obstacles she had to face as a woman in the industry and her relentless fight for women’s empowerment, Ilon Specht, who passed away in April 2024, gives an emotional final speech in this short documentary packed with punch. Today, her vision and legacy continue to inspire generations of creatives at McCann and uphold the spirit of L’Oréal Paris by empowering women everywhere to believe in their worth. Ilon Specht's brilliance not only shaped the foundations of L’Oréal Paris’ mission, but also ignited a global movement, inspiring women to set their own standards of beauty. As the longest running ad copy in history –and translated in 40 languages—the line is now synonymous with the number one beauty brand in the world and continues to unite and motivate women globally.
More than 50 years ago, Ilon Specht made a powerful statement: that women mattered, and were worth the investment in premium beauty products. Because I'm Worth It is a transformative slogan that ushered in a new era of feminism. This empowering message, coined for the brand’s Préférence Hair Color line, was the first in advertising to champion a woman's self-worth. Ilon Specht’s daring concept featured a woman speaking direct to camera, which had never been done before in any ads and therefore resonated deeply and widely.
AN ICONIC TAGLINE
“What I found marvelous was that Ilon's iconic tagline "Because You're Worth It," was not simply a clever advertising mantra or flippant line. It was a profound reflection of who Ilon was. I love that these words are now embroidered into the fabric of our culture. Our film shows that they tell a deeper story that I think will surprise, move and ultimately challenge audiences as it did me.”
Ben Proudfoot, Two-time oscar® winner director
The Woman Behind The Line
Ilon Spech, born in 1943, was an American advertising copywriter who broke through the glass ceiling of the male-dominated ad industry. A college dropout from California, Ilon thrived in the advertising world and had a major contribution to l’Oréal Paris’s commitment to empowering all women. In 1971, while working at McCann Ad Agency, Ilon Specht crafted a phrase that would become more than just a slogan : Because I’m Worth It. This message, became a rallying cry for women’s emancipation movement and was the first in advertising to champion women’s self-confidence, inspiring women of all ages and backgrounds to embrace their beauty and assert their value. Those four words have shaped the everyday mission of l’Oréal Paris for more than fifty years and upended the advertising world forever.