A fuller slate of its spokespeople are expected to attend, including Jane Fonda, Andie MacDowell, Nikolaj Coster-Waldau, Leïla Bekhti, Katherine Langford and Eva Longoria, who just directed her own first film.Īll nominees walk up the famous 24 steps of the Palais de Festivals ahead of the ceremony, and the winner goes through a professional photo shoot and is promoted across L’Oréal’s social channels. “It’s like we had a warm-up in the intensity of the ceremony,” she said of growing the event to this year’s size, alongside the Jeune Cinema dinner. This year will be a bigger blowout, hosted on the beach of the Hotel Martinez where the brand traditionally takes over the top floor for its glam squad suite. Out-of-competition and sidebar screenings bump that number up a little, but it still falls short of the “50-50 by 2020” goal set out at the festival in 2018.Ī small ceremony with Winslet presenting virtually was held in 2021, and a scaled-down in-person event took place last year. This year, Cannes has a record seven female directors in competition for the top Palme d’Or prize - marking a record 31 percent female representation. So the idea is really to push the presence of women into the directors’ family,” she said, quoting industry-wide statistics from the Center for the Study of Women in Television and Film. It’s really giving visibility to women in cinema, because up to now only 17 percent of directors are women. “That’s why we decided to create this prize for women directors. “We want to move from doing only glamour,” she said. While L’Oréal remains true to its core as a beauty brand and provides hair and makeup for jurors and celebrities for the fortnight in Cannes, Viguier-Hovasse wanted to expand the messaging around the festival. In order to support the festival, L’Oréal decided to select from the Short Films Competition slate and La Cinef student film program of the official selection. “Launching the prize three years ago, we decided to be more involved and active in the way we push women forward in cinema, because it’s really mixing the history of the brand with cinema with the mission of the brand, which is empowering women,” she said. Viguier-Hovasse stepped into the top spot herself in 2019, and wanted the brand to increase its profile in Cannes. “She knows and on top of that, we have a mission to increase women’s visibility and put women at the forefront of the stage.” “From the beginning she said, ‘I want to be the jury, I want to see everything, I will make the time,’” L’Oréal Paris global brand president Delphine Viguier-Hovasse told WWD.
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