{"id":158569,"date":"2025-03-13T10:25:38","date_gmt":"2025-03-13T10:25:38","guid":{"rendered":"https:\/\/www.parisselectbook.com\/2025\/03\/13\/because-im-worth-it-the-loreal-slogan-documentary\/"},"modified":"2025-03-13T10:25:58","modified_gmt":"2025-03-13T10:25:58","slug":"because-im-worth-it-the-loreal-slogan-documentary","status":"publish","type":"post","link":"https:\/\/www.parisselectbook.com\/en\/2025\/03\/13\/because-im-worth-it-the-loreal-slogan-documentary\/","title":{"rendered":"“Because I’m worth it”: the L’Or\u00e9al slogan documentary"},"content":{"rendered":"\n

Created in 1971 by Ilon Specht, this cult L’Or\u00e9al slogan is much more than an advertising phrase<\/strong>. <\/strong>It‘s a feminist manifesto that has transformed the image of women in advertising.<\/strong><\/p>\n\n

A revolt against sexism in advertising<\/strong><\/h2>\n\n

In the early 70s, advertising was still largely dominated by the male gaze<\/strong>. Campaigns for beauty products, cigarettes or cars often reduced women to a passive role. They were often the object of desire or simply a means to an end. <\/p>\n\n

It was against this backdrop thatIlon Specht<\/strong>, a 23-year-old designer-editor at McCann, refused to perpetuate these stereotypes. In 1971, she wrote the slogan “Parce que je le vaux bien”<\/strong> (“Because I’m Worth It”<\/em>) for an advert for L’Or\u00e9al Paris<\/strong>‘ Pr\u00e9f\u00e9rence<\/em> hair color. For the first time, a beauty brand asserted that women deserved to invest in themselves<\/strong>, independently of the male gaze. <\/p>\n\n

A L’Or\u00e9al slogan becomes a worldwide phenomenon<\/strong><\/h2>\n\n
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A publication shared by L’Or\u00e9al Paris Official (@lorealparis)<\/a><\/p><\/div><\/blockquote>\n