In a landmark year, the world’s leading beauty brand is taking a stand to support female short-film directors
This year, L’Oréal Paris is launching the Lights On Women Award, which will honour one rising female filmmaker in partnership with the Short Films competition of the Cannes Film Festival and the Cinéfondation. The winner will be hand-picked from a selection of the Short Films competition and international film schools’ short films programs. The final choice will be determined and announced by Academy Award-winner and L’Oréal Paris spokesperson Kate Winslet – the Award’s first Juror – during a special prize ceremony at the Jeune Cinéma dinner in Cannes on July 16. This award will seek to address the under-representation of women in film, which remains a major issue in the creative industry.
For 24 years, L’Oréal Paris has been a partner of the Cannes Film Festival, always bringing women’s beauty and glamour to the forefront. This year, in a time marked by societal change, the brand’s presence will be anchored around women’s representation and empowerment, with the launch of a dedicated award for a promising female director – a concrete reflection of support for women in cinema, especially female short-film directors. For this edition of the Festival, which 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, who will walk the red carpet on the brand’s behalf and come together to celebrate a diverse and inclusive vision of beauty.
CANNES, FRANCE – JULY 06: attends the “Annette” screening and opening ceremony during the 74th annual Cannes Film Festival on July 06, 2021 in Cannes, France. (Photo by Andreas Rentz/Getty Images)
L’Oréal Paris spokespeople in attendance at the 2021 Cannes Film Festival will include iconic actresses and rising talent from around the world, including:
Andie MacDowell
Camille Razat – New spokesperson for 2021
Cindy Bruna
Gemma Chan
Helen Mirren
Leïla Bekhti
Liya Kebede
Luma Grothe
Nidhi Sunil
Soo Joo Park
Yseult – New spokesperson for 2021
“L’Oréal Paris’ presence at Cannes is an opportunity to showcase the brand’s beauty expertise and latest innovations, while also honouring the wider community of creative women,” says Delphine Viguier-Hovasse, Global Brand President, L’Oréal Paris. “We missed last year’s edition and are delighted to continue our role as the Official Makeup Artist of the Festival. Along with our brand spokespeople, we will have 30 makeup artists on-site who will create 300 unforgettable makeup looks from the opening to the closing ceremony, and every day in between. It will be a much-awaited moment of togetherness and empowerment for everyone involved.”
Moreover, 2021 is a landmark year for L’Oréal Paris, as the brand celebrates the 50th anniversary of its iconic tagline, “Because You’re Worth It”. The first advertising message to ever highlight self-confidence from a female perspective. This world-renowned tagline is a powerful message that has united consumers around the brand. Today, “Because We’re Worth It” means empowering women whatever their age, whatever their origin, to believe in their beauty and sense of worth. This is a message that resonates at the Festival, as talented filmmakers from around the world gather in Cannes to celebrate creativity and champion women’s talent in cinema.
