L’Oréal Paris has been a partner of the Cannes Film Festival, always bringing women’s beauty and worth to the forefront for over 24 years. This year women empowerment and representation will anchor the brand’s presence. The launch of a dedicated award for a promising female director is a concrete reflection of support for women in cinema. In addition of the Festival also marks the 50th anniversary of the brand’s iconic tagline, “Because You’re Worth It,” L’Oréal Paris will welcome an all-star lineup of its celebrity spokespeople to Cannes. These talents from around the world will walk the red carpet on the brand’s behalf and come together to celebrate a diverse and inclusive vision of beauty.
Iconic actresses and rising talent such as Leila Bekhti, Cindy Bruna, Gemma Chan, Luma Grothe, Liya Kebede, Andie MacDowell, Helen Mirren, Soo Joo Park, Camille Razat will be attending 2021 Cannes Film Festival as L’Oréal Paris spokesperson.
Delphine Viguier-Hovasse, Global Brand President, L’Oréal Paris, said “it is an opportunity for the brand to showcase the brand’s beauty expertise and latest innovations, while also honoring the wider community of creative women, at Cannes,”
The brand is planning to launch the Lights On Women Award this year, which will honor one rising female filmmaker in partnership with the Short Films competition of the Cannes Film Festival. The winner will be determined from a selection of the Short Films competition and from international film schools’ short films programs. The final result will be determined by Academy award-winner and L’Oréal Paris spokesperson Kate Winslet.
2021 is a landmark year for L’Oréal Paris, as it is the 50th anniversary of its iconic tagline, “Because You’re Worth It.” This tagline is considered the first advertising message to ever highlight self-confidence female perspective. This tagline and powerful message has managed to unit consumers around the brand. Today, “Because We’re Worth It” stands for empowering women, whatever their age, whatever their origin, to believe in their beauty and sense of worth. This message will resonate at the Festival this year as talented filmmakers from around the world gather in Cannes to celebrate creativity and champion women’s talent in cinema.