Storytime: The Line That Changed Beauty Marketing Forever

In the early 1970s, beauty advertising was predictable—and limiting. Women were shown as objects of desire, and most campaigns were created by men who reinforced one message: if you looked beautiful, you’d be accepted. It was an industry obsessed with perfection, where women were told to change themselves to fit an ideal. But in 1973, a young copywriter named Ilon Specht changed everything with a single, defiant line:

"Because I’m Worth It."

At the time, Ilon was working at McCann Erickson, a leading advertising agency, where she was one of the few women in a male-dominated creative department. She was 23 years old—ambitious, sharp, and deeply frustrated. Beauty ads, especially those for L’Oréal hair color, followed a tired formula: a beautiful woman praises the product while suggesting that being desirable to others is the ultimate goal. But Ilon didn’t see herself—or the women around her—in these messages.

Her frustration came to a head when she was tasked with writing a campaign for L’Oréal’s new hair color. Instead of writing yet another script about looking good for someone else, Ilon channeled her feelings into a statement of autonomy. She imagined a woman speaking directly to the audience—not as a passive object, but as someone who knew her worth and acted on it.

The original script featured an actress confidently declaring:

"I use the most expensive hair color in the world. Because I’m worth it."

It was a bold departure from anything the industry had seen. This wasn’t about pleasing a man or conforming to societal standards—it was about self-worth and self-investment. Ilon’s line didn’t ask for permission; it claimed power. And it was personal—she later admitted that the voice in the script wasn’t just any woman’s—it was hers.

When the campaign aired, it struck a nerve. Women responded immediately to the message, and the line became a cultural touchstone. For the first time, a beauty brand wasn’t telling women to be beautiful for someone else—it was telling them to invest in themselves because they deserved it.

The risk paid off.

"Because I’m Worth It" became a defining moment for L’Oréal—and for beauty advertising as a whole. It was more than a slogan; it was a cultural statement that reflected the growing feminist movement of the 1970s. The message was so powerful that L’Oréal adopted it globally. Today, the line is translated into over 40 languages and remains one of the most iconic taglines in advertising history.

Beyond its commercial success, Ilon’s words marked a shift in how brands speak to women. Instead of dictating how women should feel, it gave them permission to define their own worth. It proved that advertising could do more than sell a product—it could shape identity and reflect a cultural moment.

Takeaway for Your Brand: The most powerful brand messages aren’t just about what you sell—they’re about how your audience feels. When you speak to something deeper, like self-worth, your message lasts. So, ask yourself: is your brand just selling, or is it empowering?