The 2018 Cannes Film Festival will begin on May 8 and has already generated serious buzz in the region thanks to the news that Arab filmmaker Nadine Labaki is in official contention for an award and that Saudi Arabia will participate in the event for the very first time. Oh, and there was also the announcement from Thierry Frémaux that selfies are officially banned from this year’s carpet as they’re “ridiculous and grotesque.”
Now, L’Oréal Paris has announced that it will debut a talk show called Worth It, based on the brand’s iconic tagline, at this year’s festival.
WWD reports that the brand wrote in a statement, “Marked by the seismic societal shift for women in the cinema world, this edition of the Cannes Film Festival can no longer be just the expression of movie-star glamour. Through this unique public agora, L’Oréal Paris decided to open up a conversation around women’s empowerment.”
The show will be broadcast live from the Grand Hotel Cannes Hôtel Martinez and will feature the brand’s ambassadors, including Elle Fanning, Julianne Moore and Helen Mirren, as well as other powerhouse females in the film industry, who will each share their stories.
It’s an important addition to this year’s festival, particularly given the backlash following last year’s male-dominated line-up. According to IndieWire, this year’s festival “includes the highest number of films from female filmmakers since 2011.”
Worth It will be broadcast from May 8-14 during the Cannes Film Festival.