Andie MacDowell, the long-standing face of L’Oreal, has recently had a change of heart about the iconic beauty slogan, “Because I’m worth it.” After nearly four decades of representing the brand, MacDowell now feels a newfound comfort and empowerment in saying the phrase. This shift in perspective came after she watched a film about Ilon Specht, the advertising executive who originally coined the slogan in 1971.
Speaking at the Cannes Lions Festival, MacDowell shared her journey with the slogan. She admitted that while she had often said the line, she previously felt uneasy about it. “I have said this line so many times, and I didn’t want people to think I was vain saying it,” she explained. MacDowell was more comfortable with variations like “You’re worth it” or “We’re worth it,” but struggled with the personal affirmation of “I’m worth it,” fearing it might come across as vanity.
The turning point for MacDowell came after watching a documentary about Specht, which was showcased at the Cannes Lions Festival. The 16-minute film, titled “The Final Copy of Ilon Specht,” delves into the life and career of the woman behind the famous slogan. Specht’s story, first brought to life in a 1973 TV ad voiced by model and actress Joanne Dusseau, resonated deeply with MacDowell.
“Watching the film completely changed how I felt about that – because I am worth it,” MacDowell said. She expressed gratitude for the documentary, which helped her overcome any discomfort she previously felt about the slogan. The film highlighted Specht’s courage and determination as a woman in a male-dominated industry, which inspired MacDowell to embrace the slogan fully.
MacDowell praised Specht’s bravery and strength, noting how she stood up to men in the industry and advocated for women’s worth. “Because of her, we women can all feel this way, and see their true value,” MacDowell added. The film not only changed MacDowell’s perspective but also reignited a sense of empowerment and pride in the slogan.
Delphine Viguier-Hovasse, Global Brand President of L’Oreal, also spoke at the festival, emphasizing the importance of reclaiming the slogan’s original purpose. “We want to claim back the purpose of our slogan,” she said. Viguier-Hovasse expressed frustration with newer brands claiming feminist and diverse values, pointing out that L’Oreal had been championing these causes since 1971. She stressed the need to remind the world of the slogan’s true meaning and its impact on the brand’s mission.
The slogan, which has been translated into 140 different languages, has significantly shaped L’Oreal’s vision as a beauty company for women. Viguier-Hovasse highlighted that the brand is predominantly led by women, reflecting the slogan’s influence on the company’s direction and values.
The documentary about Specht was directed by Oscar-winning filmmaker Ben Proudfoot of Breakwater Studios. Proudfoot was inspired to create the film after speaking with Specht, who passed away a few weeks ago at the age of 81. He described Specht as a lively and present personality, eager to share her story despite her terminal illness. “She wanted to tell the story, but she said, ‘One caveat, I’m dying. I don’t know how much time I have left,’” Proudfoot recalled.
MacDowell’s newfound embrace of the slogan “Because I’m worth it” marks a significant moment in her long association with L’Oreal. It reflects a broader movement towards recognizing and celebrating women’s worth and empowerment in the beauty industry and beyond.
