With this overwhelming statement the documentary is explained “The Last Copy of Ilon Specht”, performed by L’Oréal and McCannwhere an intimate tour of the motivations that led a 23 -year -old publicist – in the New York in the early 70s – to create one of the most relevant slogans in history: “Because I am worth it.” A phrase that, today, continues to inject value to the brand.
In Reason.WHY We had the opportunity to attend the Première that was held in Madrid a few days ago. We enjoy it and the journalistic tradition says that now some lines of criticism, valuation and curiosities should be dedicated. However, it would be incoherent to think that some communication professional who has already read here needs more incentives to enjoy a 17 -minute intellectual trip, which will always be History of World Advertising and of female empowerment.
*Spoiler: At the end of the article you have the direct link.
The director of the short, Ben Proudfootoffered a few words before starting the projection and assured that, for him, “It was a privilege to do this job and personally meet a professional in the caliber of Ilon Specht, whose magic has not only inspired the marketing industry, but to the entire world thanks to a feminist manifesto of only four words.”
At the end of the event we had the opportunity to talk with Silvia MacedoGeneral Manager of L’Oréal Paris for Spain and Portugal. Your vision about The value of the brand at the service of the business It will serve many who need more evidence on how marketing develops market and is the engine of society and economy.
RW. We start with a thanks to L’Oréal for having valued and making a long time an advertising execution for more than 50 years. It is a good thing for all of us who dedicate ourselves to this profession. From there, to what extent do you consider that the development of the brand, and in particular the slogan “because I use it” has a direct influence on the business?
Silvia: Before answering you, I want to clarify that it is true that we have given value to such relevant and long advertising work as “You Worth It”but above this we wanted to give value to a woman who had in her essence fight and promote female empowerment. The documentary is not a tribute to advertising, it is a tribute to a woman who, chance or not, created a slogan that is A female manifesto that remains in force.
RW. Understood and nuanced.
Silvia: About The influence of the brand in the business … I’ve been working in L’Oréal for 20 years. I have seen many brands grow, appear, disappear … and, despite all this, and the strong and healthy competition, L’Oréal has remained as a leading market brand over the years. This is because there is a differential from the essence, from the purpose of the brand.
Only brands with purpose can travel over the years. Female empowerment is the purpose of L’Oréal, and the brand has managed to travel as society and women’s rights have evolved.
But we are much more than a product brand. And although we invest a lot in the development and communication of them, of new formulas, of effective products, we are a brand that invests in well -being and developing trust To always be able to tell yourself “I am worth it.” And although nobody needs to tell you, that a brand reminds you and reaffirm it, helps you believe it.
Everything we do in L’Oréal is rooted in this and I think that is what has allowed and driven to business over the years.
RW. Talking about rooting. To what extent is the slogan part of the corporate culture of L’Oréal? How do you feel in the day to day of the office?
Silvia: It is rooted in the L’Oréal Paris brand. Our world management is a woman who has managed to convey us that “We are worth it”. And that is why a community of women who together know how to help and rely to be forged to Encourage female empowerment through the brand.
As I said, although we make a lot of product advertising, we also advertise our Brand purpose. I am convinced that this makes the difference between L’Oréal Paris and the other proposals. I can tell you that I get up in the morning and I will work to make this brand purpose come true.
RW. And given so much evidence, is it necessary to convince financial directors to continue supporting the development of the brand through creativity and nuances?
(He smiles with complicity)
Silvia: We are the number one beauty brand in the world, we grow year after year. The feeling towards the brand is good because we are a brand of inheritance and legacy …
I smile at you because you ask me about the essence of our work. Financials must be convinced Because, even if it is in view of all and there is evidence, that will always be our day to day. We are a business.
*We leave you the link to see it: DIRECT LINK TO DOCUMENTARY
