Because I'm Worth It. These are the four words that have come to be the true testament of L'Oreal. They are what the brand stands for. First coined in 1973 when a new revolution of feminism was coming of age, it is clear that the phrase could only have been written by a woman - Ilon Specht. She was thought of as original, unconventional, creative and independent. Fortunately, she worked for the L'Oreal account! At the time, Specht was ony 23 years old and she pioneered new ground with an ad that was brilliantly shown from a woman's point of view. It notoriously ended with the signature phrase: Because I'm Worth It! Because I'm Worth It was on message in 1973, and today we know that an astonishing 80% of women recognize and respond to this positive phrase and powerful sentiment. And what makes it truly beautiful is that "Because I'm Worth It" is translated into action every day by L'Oreal Paris - in its philanthropy, its products, and its thoughtful celebration of women.
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