Because I’m Worth It: The Enduring Legacy of L’Oreal Paris’ Four-Word Manifesto

Fifty years ago, a young copywriter named female copywriter Ilon Specht penned four words that would change the face of beauty advertising forever: Because I’m Worth It. And, what began as a bold declaration in a male-dominated industry has since evolved into a global rallying cry for self-worth and empowerment.

On March 21, 2025, L’Oreal Paris honoured the phrase in the most spectacular fashion at Sydney Town Hall by unveiling The Final Copy of Ilon Specht, a stirring documentary by two-time Academy Award-winning filmmaker Ben Proudfoot.

The event, attended by over 200 guests, was a masterclass in elegance and empowerment. The red carpet sparkled with luminaries – including ambassadors Mary Fowler, Madeleine Madden, and Jessica Rowe AM – who each brought their own powerful interpretations of self-worth to the evening. But at the heart of it all was the woman who started it – Ilon Specht, whose legacy continues to shape the way women see themselves in the mirror and beyond.

A cinematic love letter to self worth

More than a documentary, the 17-minute film The Final Copy of Ilon Specht is a tribute, a revolution, a love letter to every woman who has ever questioned her worth. Proudfoot’s lens captures the essence of Specht’s defiant creativity, showing how a simple slogan born in a Manhattan advertising agency became a universal mantra of self-affirmation.

As the lights dimmed and the screen flickered to life, the film transported guests into the world of 1971—when men overwhelmingly controlled advertising, and beauty campaigns whispered rather than roared.

Specht’s words were a roar. Because I’m Worth It wasn’t about selling lipstick; it was about selling self-belief. And as the film played, it was clear: her message still rings true.

Icons who walk the talk

Following the screening, Madeleine Madden and Jessica Rowe officially launched Talk Your Worth, a compelling conversation series spearheaded by L’Oreal Paris. The discussion was raw and resonant, punctuated with moments of vulnerability, wisdom, and quiet rebellion.

The Wheel of Time actress has embraced self-worth through a journey paved with scrutiny and self-reflection. “Society often tells women we aren’t enough,” Madeline said. “For me, embracing ‘I’m Worth It’ meant looking back at my journey, recognising my contributions, and appreciating the love that has shaped me,” she shared.

Jess, a journalist, author, and podcaster, echoed this sentiment with her own deeply personal revelations. Now 54, she spoke candidly about the evolution of self-worth through the decades. She admitted, “As a younger woman, I thought I had to be perfect. But self-worth grows when you give yourself permission to be vulnerable, flawed, and, most importantly, enough.”

The celebration continues

Of course, no L’Oreal Paris event would be complete without a touch of Parisian splendour. The black-tie soirée that followed was a dazzling affair, where guests sipped cocktails, savoured canapes, and immortalised the night with interactive photo moments. The event transformed the grandeur of Sydney Town Hall into a temple of empowerment, where beauty became more than skin-deep – it was a statement, a revolution, a truth.

And, as guests departed into the night, the echoes of Ilon Specht’s words lingered. Because I’m Worth It no longer serving as a simple advertising slogan. Instead, it was transformed into an anthem, a call to arms, a reminder that worth is not given – it is owned.

The Final Copy of Ilon Specht is now streaming on Prime Video, TED, and YouTube. Because if there’s one story every woman should hear, it’s this one.