Suzanne Powers Hosts L’Oréal on Main Stage in Cannes
Our main stage session this year at Cannes was hosted by our Global Chief Strategy Officer, Suzanne Powers, and included a panel with Dame Helen Mirren, L’Oréal’s spokeswoman, and Adrien Koskas, General Manager, L’Oréal U.K., to discuss the power brands have to change people’s lives.
They focused on the theme “from self-doubt to self-worth”, which was also a campaign launched by the brand in February. McCann London and L’Oréal partnered with the Prince’s Trust in the campaign that aims to help thousands of young people turn self-doubt into self-worth, which correlates to The Prince’s Trust mission that supports 13 to 30 year-olds in the U.K. to get the work, education or training they need to succeed.
“The whole issue of self-doubt seems to be more extreme than it ever was before,” said Helen. “That’s why this partnership with the Prince’s Trust is important to help them fight their way through. Give them the tools. For me, one of those tools is putting a face on in the morning.”
“It’s important for L’Oréal to make an impact to help people change their lives and achieve their potential,” said Adrien. “Diversity is not a trend. Diversity is value. You have to be committed.”
When Suzanne asked about Helen’s thoughts on being asked to be a L’Oréal spokeswoman, she replied “At last. I was happy to finally have someone my age be recognized. This shift has been coming, and it’s good to see older women, different genders, the whole diversity of the work breakthrough thanks to L’Oréal.”
Adrien closed out the session with a final word to marketers: “You need to walk the talk, you have to put action behind the advertisement. Ask your brand: ‘how are you going to make a difference? What are you going to do?’”
You can watch the whole session here.