Ilon Specht, a copywriter at McCann, coined L’Oréal Paris’s “Because I’m Worth It” line in 1971 for Préférence hair color. The phrase became associated in the United States with Superior Preference, but L’Oréal Paris Canada dates that product’s launch to 1973—two years after the slogan was created.
Who created the slogan, and when?
Specht wrote the line while working as a copywriter at McCann. L’Oréal Paris’s history and anniversary materials attribute its creation to her in 1971. The line was coined for Préférence hair color; L’Oréal’s US account describes the early campaign as one for Superior Preference. Those product names reflect how the sources identify the campaign in their respective contexts.
L’Oréal Paris’s history of the slogan describes Specht’s creative premise: a woman would speak directly to the camera. Rather than have someone else describe her or make a case for her, the woman herself voiced the claim.
Why do some accounts give 1973?
The dates refer to different milestones. The slogan was created in 1971; L’Oréal Paris Canada’s 2021 anniversary release gives 1973 as the launch year for Superior Preference hair color. The release does not change the creation date of the line.
Quick wins for a faster PC:
Scan for outdated or missing drivers - takes under a minuteDriver Scan →Clear out junk files and repair common Windows errorsFree Scan →#1 Best Overall
L’Oréal Paris Canada’s anniversary account is the source for the product-launch date. Keeping the two dates tied to their specific events avoids treating the campaign’s slogan and the product launch as one occurrence.
What happened in the first advertisement?
A 2025 EL PAÍS retrospective about the documentary on Specht’s work reports that two versions were filmed in 1971. In the version that aired, actress Joanne Dusseau addressed the camera. The report describes an alternative version in which a man delivered a similar message about a woman.
Rank #2
- Ideal for Gifting
- Ideal for a bookworm
- Compact for travelling
These production details come from the retrospective account, rather than contemporaneous production records cited here. Read the EL PAÍS account for its description of the two versions.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How has L’Oréal described the line’s significance?
In a 2024 interview with Euronews, L’Oréal Paris Global Brand President Delphine Viguier-Hovasse said: “It was at the beginning of feminism in the US. And claiming the self-worth of a woman in an advert, it was really the first time it happened.” That is the brand executive’s characterization of the slogan’s context, not independent proof that no earlier advertisement made a similar claim.
Viguier-Hovasse also described the idea as relevant today. Euronews’s interview presents that view as part of the brand’s account of the line’s continuing meaning.
Quick Recap
Best Value
- It can be a gift option
- Comes with secure packaging
- Helpful in various ways
Rank #4
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
