Andie MacDowell attended the ‘Celebrating the Radical Creative Mind behind Because I’m Worth It’ session on the festival’s third day.
During the event, the actress, 66, confessed that despite working for L’Oréal for nearly 40 years, she still struggles with the beauty giant’s iconic catchphrase.
Since 1968, MacDowell has said the lines ‘Because I’m worth it’, ‘Because you’re worth it’, and ‘Because we’re worth it’ countless times.
However, she struggled with saying the lines because it felt vain.
MacDowell only realised the line’s importance once she watched its documentary.
“I have said this line so many times, and I didn’t want people to think I was vain saying it,” she admitted.
“I was really comfortable saying ‘You’re worth it’ or ‘We’re worth it’, but to feel empowered enough to say ‘I’m worth it’ … I had something in my mind that that would be vanity or something.”
MacDowell watched The Final Copy of Ilon Specht, which shared the story of female copywriter Specht, who, at 23, created the ‘Because I’m worth it’ slogan.
“Watching the film completely changed how I felt about that – because I am worth it.
“I’m so grateful that watching the documentary has taken away any pain I felt saying that line.”
The makeup brand explains the line on its website, saying it’s the company’s mission.
“When we say, ‘We’re Worth It,’ it’s not a tagline; it’s a brand mission.
“Taking your beauty into your own hands is empowering. Believing in your own beauty is something no one else can control. That is your power.
“L’Oréal Paris is working towards the day when you hear, ‘we’re worth it,’ and women everywhere will reply: ‘We never doubted it for a moment.’