"Because I'm Worth It" is one of the most iconic advertising slogans in the beauty industry. It's the phrase that, upon being echoed from a television set, inspired Carol Hamilton, soon-to-be-retired Group President of L'Oréal, to pursue her 40-year-career at the conglomerate. "I turned around and was like, ‘who said that?’ I was just so shocked that it was such a declaration. It was very, very startling when it first came out," she told BeautyMatter in 2023.

Just as Nike told athletes to "Just Do It," the phrase created by Ilon Specht in 1971 gave beauty enthusiasts worldwide a reason to indulge in beauty practices. “Almost everything you ever saw was about women doing things because they wanted to be attractive to men,” Specht had declared in a past interview. “I wanted a more assertive, more contemporary real woman, and I wanted it to benefit the women.” A marketing masterpiece, those four simple words tied beauty into self-care long before the 2020s were declaring shower routines and at-home facials the way to unwind from daily stressors and claim extra boosts of confidence. It's the longest-running ad copy in history and has been translated into 40 languages.

The Final Copy of Ilon Specht, a 17-minute film directed by two-time Oscar winner Ben Proudfoot, follows Specht's rise from McCann agency copywriter to advertising legend at just 23 years old, facing the challenges of a male-dominated industry. It also offers glimpses into her personal life, such as Specht's relationship with her stepdaughter.

“What I found marvelous was that Ilon's iconic tagline, 'Because You're Worth It,' was not simply a clever advertising mantra or flippant line. It was a profound reflection of who Ilon was. I love that these words, written by a 23-year-old over fifty years ago, are now embroidered into the fabric of our culture. Our film shows that they tell a deeper story that I think will surprise, move, and ultimately challenge audiences as it did me. I am deeply grateful to all those who paved the way for this film's creation and distribution, especially producers Rachel Greenwald and Brendan Gaul, and I can't wait for the world to meet Ilon eye to eye," states Proudfoot.

The trailer pairs footage of the Préférence Hair Color line television advertisement where the phrase made its first debut with interview clips of Specht in her home at the famous Manhattan landmark The Dakota—an up close and personal encounter with the woman who changed beauty advertising forever. She passed away in April 2024, two months before the film debuted, but her influence continues to be felt. In 2021, L'Oréal celebrated the slogan's 50th anniversary with a campaign featuring women of all ethnicities and ages. The Women of Worth Initiative, running for the past 19 years, honors nonprofit leaders who uplift their communities with $25,000 to support their charitable cause, a national platform, and mentorship from the L’Oréal Paris network.

“Ilon Specht’s contribution to our brand and to women's empowerment is immeasurable. Her words remind us daily of our worth and encourage us to pursue our ambitions without hesitation. Ilon defined a culture of self-affirmation that will echo for generations. Her four-word manifesto that changed society forever is the very beginning of L’Oréal Paris’s commitment to empower women. Her legacy fuels L’Oréal Paris’ Worth It equity and drives our women’s empowerment mission at scale,” adds Delphine Viguier-Hovasse, Global Brand President of L’Oréal Paris.

Produced by Breakwater Studios and Traverse32, the flick premiered at Tribeca Film Festival last June and won the Best Documentary Short at Hot Springs Documentary Film Festival, Chelsea Film Festival, HollyShorts Film Festival, and Lunenburg Doc Festival. It also received an Academy Award nomination in the short film category. The film releases on March 8 on TED/YouTube and AMC+ and will stream on Prime Video.

Charlotte Franceries, McCann Paris President/EVP Global Leader L’Oréal, adds, “The Final Copy of Ilon Specht is a testament to our shared vision and commitment—honoring Ilon Specht, an incredible woman who was able to change the beauty narrative to one that empowers women for generations to come.” With a documentary immortalizing the legacy of the woman behind them, Specht's message will live on long after the film hits the credits.