The beauty brand L’Oréal Paris He released his documentary ‘The Final Copy of Ilon Specht’, led by Oscar Ben Proudfoot winner, who reconstructs the unlocked story of Ilon Specht, a young editor who at 23 wrote the phrase ‘Because i’m Worth It’ (because you are worth it), the slogan of the brand.
Specht, who remained for decades in anonymity, has been a key figure in the history of the company and advertising culture.
The phrase, initially, was a campaign for hair dyes from L’Oréal Paris; However, during the next 54 years it became a symbol of female empowerment globally.
“Because i’m worth it not only transformed the way a brand spoke to women, but marked a cultural turning point. For L’Oréal Paris, recovering the story of Ilon Specht is to recognize the origin of a message that continues to empower generations,” said Andrés Ángel, Marketing director of L’Oréal CPD.
According to the company, Specht wrote from a lucid but determined anger, to contradict the scripts that traditionally put women as the object of male desire. ‘Because i’m worth it’ was the first time that a beauty brand spoke in the first person from the voice of a woman who validates herself.
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Over the years, the phrase transcended marketing to become a cultural statement. From beauty campaigns to inclusion and sustainability initiatives, these four words have been valid for years, accompanying generations of women who find in them a reminder of their value, their autonomy, empowerment and female sorority.
The launch was made during the event The Maison de l’Oréal Pariswhich took place on May 6 at the Teatro Colón, in Bogotá. Some of the celebrities that were present were: Daniella Álvarez, Laura Tobón and Janick Musta, who are ambassadors of the brand.
The short film is available on Ted and YouTube. Ilon Specht died in 2024 at 81.
