The legendary slogan “After all, I deserve it” appeared in 1971, in the midst of the social revolution and the feminist movement. It was invented by a copywriter of a New York advertising agency, 23-year-old Elon Specht, when she was tasked with creating an advertising campaign for L’Oreal Paris Preference hair dye. It should be noted that the girls of that time followed three rules: to be attractive, obedient and quiet, which did not fit into the life concept of a young rebel.
The creative anger, flare-up of feminism of the 23-year-old young rebel from California allowed a break with the past. Almost 40 years later, the words of Ilon Specht, repeated at the end of the famous commercial, are still relevant: “Preference from L’Oreal is the most expensive paint, but it deserves it. And me too”.
The iconic phrase became the brand’s international slogan in 1997. Since then it has been pronounced by the “beauty ambassadors” of L’Oréal Paris – the most beautiful celebrities of the planet, including Beyoncé Knowles, Gwen Stefani, Claudia Schiefer, Jennifer Lopez, Liya Kebede, Laetitia Casta, Madame Ines de la Fressange, Mila Jovovich, Gun Lee , Eva Longoria, Fan Bingbing, Andy MacDowell, Aimee Mullins, Freida Pinto, Rachel Weisz and others.