“Because I’m worth it”. It’s no doubt a tagline with which you’re all familiar, but did you know that this famous phrase has just celebrated its 40th anniversary?
In 1972, Ilon Specht, a 23-year-old copywriter at a New York ad agency was given the daunting task of creating an ad campaign to position L’Oreal Paris Preference hair colour as THE hair colour on the market. The brief came at a time when the ideals surrounding feminine beauty were set by men, at a time when women weren’t expected to think for themselves, when they were only just beginning to find their voices in society.
In creating the tagline, “because I’m worth it”, Specht was breaking from tradition, putting forward an entirely new way of thinking. One that said, “It’s no longer to please others or to be like everyone else that I choose this product...I’m doing it because it makes me happy and makes me feel good about myself. In the end, I owe it to myself to choose the product that is the very best, even if it’s more expensive, because it’s the best for me.”
Although the powerful tagline has evolved over the years from, “because I’m worth it” in the 70s, to “because you’re worth it”, in the 90s, and now to “because we’re worth it”, it continues to hold as much meaning and relevance as it did 40 years ago, and now empowers women all over the world.
What does the tagline, “because I’m worth it” mean to you?
When asked what the tagline meant to them, here’s what some of L’Oreal Paris' most famous ambassadors had to say: