Cannes Lions 2023: Was reduced to tears when I read out 'I'm worth it' for L'Oréal - Eva Longoria

Eva Longoria, who dons several roles which include actor, producer, director, and entrepreneur, took to the stage alongside Daryl Lee, global CEO, McCann Worldgroup, to discuss how brands can play a more active role in reducing bias and stereotypes.

Longoria, who recently made her directorial debut with the film Flamin’ Hot, said she entered the world behind the camera because she wanted to educate communities about families like hers.

“Hollywood, media and brands get to dictate what’s happening in the world. I wanted to create a hero and tell a story. The movie is about how opportunity is not distributed equally,” she said.

Longoria revealed that when she signed on as a brand ambassador of L'Oréal and had to say the ‘I’m worth it’ line, she was reduced to tears.

“It’s not a slogan, it’s a mantra. I’ve grown up with a lot of women around me. I was taught the importance of self-worth. They put values of being educated and independent for me,” she said.

Longoria added that she was overwhelmed when L'Oréal signed her as brand ambassador and her sisters joked about how she wasn’t the most beautiful among them.

“I wasn’t beautiful. I was the funny and smart one and so I got into acting. As a director, I’m going to look at stories in my community. I want to change the way Hollywood is seen,” she said.

Delivering a message to brands, Longoria added, “To be disruptive you have to be innovative. And when you’re working with brands you have to be authentic.”

Giving an example of an authentic association, Longoria stated how she had grey hair during the pandemic-induced lockdown. After giving a thought of staying with grey hair, she resorted to a L'Oréal product which was used as a commercial for the brand.

Longoria and Lee were then joined by Blanca Juti, chief corporate affairs and engagement officer, L'Oréal, and Laura Simpson, chief intelligence officer and president of McCann Worldgroup’s Truth Central.

Juti stated how beauty is sometimes seen to be superficial and explained why that’s incorrect.

“In general, people think beauty is superficial. I spent two years on research and figured that no culture has stayed without beauty. Our life begins and ends with beauty as there’s a first and last shower. Our day begins and ends with one too. Beauty is deeply social,” said Juti.

Agreeing with Juti, Simpson added, “I love data and my work, but I also love mascara and skin care. While nine out of 10 people think it’s okay to change and apply make-up, there’s a shame involved too. Four out of 10 men hide the beauty products they buy.”

Blanca added that as the fourth largest advertising in the world, L'Oréal has the power to make change.

“I don’t think dark skin should be called chocolate. It’s about accepting any and every type of beauty,” she said.

She went on to reveal the origins of the ‘I’m worth it’ tagline.

“It was written by a 23-year-old woman. She was annoyed about all her ideas being turned down by the male gaze. And that’s when she came up with the line,” she said.