Because you’re worth it
THE STORY OF OUR FAMOUS SLOGAN
The first advertising message to ever highlight the value of self-confidence. Our world-renowned slogan is a rallying cry that unites consumers around the world. This unmistakable line has since gained iconic status.
A truly empowering statement for women of all ages and backgrounds, which imbues belief in both their beauty and own sense of worth.
Coined in 1971 by Ilon Specht, a 23-year-old copywriter at Manhattan ad agency McCann, our signature continues to resonate today thanks to the inspirational and culturally diverse women who front the brand worldwide.
The signature gained meaning throughout the Seventies as women asserted their independence outside the home. In the US, the first TV ad to feature the ‘Because I’m Worth It’ signature was for L’Oréal Preference hair color. Back in the Seventies, the signature was as much a product of its time – women were liberating themselves from the housewife persona of the Fifties – as a reflection of what the brand stood for. Ilon explained the tension the line pushed against :
“IN ADVERTISING, MEN WANTED IMAGES SUCH AS A WOMAN SITTING BY A WINDOW, WITH THE WIND BLOWING THROUGH THE CURTAINS. THE WOMAN WAS A COMPLETE OBJECT: I DON’T THINK SHE EVEN SPOKE. I WANTED TO PORTRAY A REAL WOMAN.”
The female voice in advertising was revolutionary; most ads for women’s products featured a man’s voice, which was thought to be more authoritative. Having a woman express her feelings and share her experience of a product was truly game changing.
Cybill Shepherd
“BECAUSE I’M WORTH IT HAS EMPOWERED ME IN A WAY I NEVER KNEW IT WOULD IN MY LIFE AND I AM SURE IT EMPOWERS OTHER WOMEN ALL OVER THE WORLD.”
Eva Longoria
“IF YOU REALLY THINK ABOUT IT, THERE ARE VERY FEW GREAT SLOGANS AND “BECAUSE I’M WORTH IT” IS ONE OF THEM.”
Jane Fonda