Longtime L’Oreal ambassador Andie MacDowell says that she feels comfortable saying “Because I’m worth it” for the first time in nearly 40 years, after viewing a film about the woman who first came up with the enduring slogan.
MacDowell, speaking at Cannes Lions Festival, said: “I have said this line so many times, and I didn’t want people to think I was vain saying it – I was really comfortable saying ‘You’re worth it’ or ‘We’re worth it’, but to feel empowered enough to say ‘I’m worth it’, I had something in my mind that that would be vanity, or something.
“Watching the film completely changed how I felt about that – because I am worth it. I’m so grateful that watching the documentary has taken away any pain I felt saying that line.”
The actress and model was speaking at Cannes Lion, which also debuted The Final Copy of Ilon Specht, a 16-minute film telling the story of advertising executive Ilon Specht who came up with the phrase back in 1971. It was first seen in a TV ad spot, voiced by model and actress Joanne Dusseau, in 1973.
MacDowell said of the film about Specht: “It sparked something new in me, just realising that she was the first spokesperson for L’Oreal. The power of her truth as a woman made her brave, and brave enough to stand up to these men and stand up for all women, including me. She was strong and feisty, and she stood up to these men and made it happen, not be objectified, that we’d feel our worth for ourselves.
“Because of her, we women can all feel this way, and see their true value.”
Delphine Viguier-Hovasse, Global Brand President of L’Oreal, told Cannes Lion that she supported making the short film of the life of advertising executive Specht as a way to take back the slogan.
“We want to claim back the purpose of our slogan,” said Viguier-Hovasse. “This slogan had become a mechanical end to our advertising, and I wanted to express and to explain to the world its meaning. I was fed up of hearing young brands explaining they are feminist, they are diverse, when we started the fight in 1971. I said, we have to get back our creation. It was important for the business to claim that.”
And Viguier-Hovasse added that, from its inception, the famous slogan had changed the direction of L’Oreal thereafter. “Everyone has been translating this slogan. It has been translated into 140 different languages. It shaped the vision that we have as a beauty company for women. It’s our mission. The brand is led by women, the company is mostly led by women and it has really shaped this company for and by women.”
L’Oreal recruited Oscar-winning director of Breakwater Studios to make the film about Specht, and he said he was moved to make the movie after talking with the retired advertising executive – who died just few weeks ago aged 81.
Proudfoot said: “I thought it was a good story. The minute I spoke to Ilon, she had so much life and moxie and was such a present personality, she immediately asked me to send her my films, and she came back with a lot of notes. I said, they’re already published.
“She wanted to tell the story, but she said, ‘One caveat, I’m dying. I don’t know how much time I have left.” There was always a sense of humor when talking about that. I think it was important to her to get the story on the record.”
Earlier, Elon Musk talked tough on AI and free speech at the annual confab.
