Longtime L’Oreal ambassador Andie MacDowell says that she feels comfortable saying “Because I’m worth it” for the first time in nearly 40 years, after viewing a film about the woman who first came up with the enduring slogan. MacDowell, speaking at Cannes Lions Festival, said: “I have said this line so many times, and I didn’t want people to think I was vain saying it – I was really comfortable saying ‘You’re worth it’ or ‘We’re worth it’, but to feel empowered enough to say ‘I’m worth it’, I had something in my mind that that would be vanity, or something. Related Stories Acquisitions 'Motorcycle Mary' Rides Onto ESPN's '30 For 30,' Doc About Legendary Speed Demon Executive Produced By Lewis Hamilton & Ben Proudfoot Documentary Double Oscar Winner Ben Proudfoot To Premiere Doc On Advertising Pioneer Ilon Specht, Who Created L'Oréal's "Because I'm Worth It" Campaign “Watching the film completely changed how I felt about that – because I am worth it.
I’m so grateful that watching the documentary has taken away any pain I felt saying that line.” The actress and model was speaking at Cannes Lion, which also debuted The Final Copy of Ilon Specht , a 16-minute film telling the story of advertising executive Ilon Specht who came up with the phrase back in 1971. It was first seen in a TV ad spot, voiced by model and actress Joanne Dusseau, in 1973.
MacDowell said of the film about Specht: “It sparked something new in me, just realising tha.