Fashion, beauty and the power of women are in the spotlight on Sunday evening at the Ecole Militaire in Paris. Among the most powerful and beautiful women in the world who will be on the catwalk: Eva Longoria, Cindy Bruna, Andie MacDowell, and many others. For this occasion, Delphine Viguier-Hovasse, International General Manager of L’Oréal Paris, usually very discreet in the media, confided in 20 minutes on the feminist commitments of the cosmetics giant.
For the 2022 edition, the parade is called “Walk Your Worth”, a message of women’s emancipation. But isn’t it contradictory to advocate difference when you are a cosmetics brand that somehow standardizes individuals? In eighteen years of career at L’Oréal Paris, Delphine Viguier-Hovasse affirms that she wanted to highlight women who could be invisible in the world of fashion and in society: “I tried to broaden the vision beauty with older, rounder women of different skin colors. I want to include as much as possible. “And for proof, it was she who signed her muse contract to Jane Fonda, then 69 years old, in 2006.
“To be feminine is to have self-confidence”
Delphine Viguier-Hovasse assures us, we can be feminine and feminist: “To be feminine is to have self-confidence. At 50, I want to look younger… It’s my personal desire, I don’t associate it with seduction, but with self-confidence. ” Delphine Viguier-Hovasse has the sense of the formula, like the famous “because you are worth it”, she finds us a new slogan which sums up very well the commitment of the brand: “Beauty is a power and this power should allow you to carry the messages you want to carry. »
The French brand tries to skillfully follow the evolution of society. In 2020, L’Oréal Paris is launching “Stand Up”, an international program to raise awareness of street harassment. The goal ? Allow women to walk the streets freely, without fear.
The cause evolves (slowly) over time. But will we soon say goodbye to “L’Oréal Paris, because I’m worth it” ads? The International Managing Director tells us that “this is not at all the end of the motto”. “I would like to, but recent events have shown us that we must continue to show women their intrinsic value and what they can bring to society,” concludes Delphine Viguier-Hovasse. I find that reminding them that they are worth it can give them courage to walk towards their values. The struggles change, but the slogans remain.