“The Final Copy of Ilon Specht” - L’Oreal Paris at Cannes Lions

The story behind the four most famous words in marketing …

Source: Cannes Lions

“Because I’m worth it.”

These truly are the most famous words in marketing. Likely, I don’t even have to tell you the brand name associated with them.

L’Oreal.

I use the tagline in every one of my NYU classes to explain the concept of brand positioning.

But even I didn’t know the origin of the tagline’s creation. Or who wrote it. Until I saw that this documentary from L’Oreal about Ilon Spect that won a Cannes Lions this year in the Entertainment category … it gives the back story not only to the creation of the world’s most famous tagline but also of the woman who wrote it. Back when advertising was a man’s world and women didn’t have much of a role, which is also part of the origin story.

Take a look at the Cannes Lions entry …

I now can only hear Ilon Specht’s voice when I think of L’Oreal and think of that tagline which by the way is still in use by the brand. Has to be one of the longest running taglines in marketing history, by far. Giving it so much more meaning in fact. Which is the point. A positioning statement is all about the brand’s meaning and value to its consumers. When it’s founded by a rich origin and insight and “owner,” then it will live forever. Thanks to this documentary and the unveiling of her story, Ilon and her work will live forever too.

Ilon, I thank you for giving us such a gift. My gratitude extends as a marketer, as a dad, and as a son because you remind me so much of my mother who would have loved to know this story. I watched this documentary thinking of her knowing how much she mirrored your beliefs, and taught them to me.

What’s your experience? JIM