The slogan has been running for 54 years. The woman who wrote it is only now getting a documentary. That gap is the whole story, and to the film's credit, it doesn't flinch from it. Specht didn't write "Because I'm Worth It" as a brand strategy — she wrote it because she was angry at a roomful of men who thought the ad should show a woman standing near an open window with the curtains blowing. The line was an act of irritation, not inspiration.

But irritation needs a platform. Specht struck a nerve, and L'Oréal's reach is what let it travel — across countries, decades, generations of women who recognised something in four words that most campaigns can't achieve in forty. The line and the brand are not separable. Without L'Oréal, it stays in the room.

"Because I'm Worth It" keeps working not through repetition but through relevance — each new generation finds the line and makes it their own, because the feeling it names remains unresolved. Specht's irritation turned out to have a longer half-life than most strategies. The documentary L'Oréal commissioned to tell that story is, of course, also a campaign — which doesn't make the story less true. It just means the line is still working, fifty-four years later, in formats that didn't exist when Specht wrote it.