Loreal worth it issue

For Your Information. The essential press release by l’Oréal Paris.

www.lorealparis.com

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by Pascal Beucler, semiologist.

Women finding their voices At the beginning of the 1970s a 23-year-old copy writer at a New York advertizing agency, Ilon Specht, was assigned an exceptional mission : Create THE campaign to establish Préférence by L’Oreal as the new benchmark haircolor on the American market, which was then dominated

by Clairol with its iconic tagline, “Does she or doesn’t she?”

(See Malcolm Gladwell’s well-known article, True Colors, in the March 22, 1999 issue of The New Yorker.)

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THE IDEA : BREAK SHARPLY WITH THE EXISTING CODES

L’OREAL MEANS THE BEST SCIENCE, IN AND OF ITSELF. THE BRAND’S SCIENTIFIC ADVANCES ARE UNIQUE IN THE WORLD. THE BRAND’S PRODUCTS ARE PURELY AND SIMPLY BETTER.

MISSION IMPOSSIBLE.

A visionary break with the past

THE IDEA :

/ L’OREAL MEANS THE BEST SCIENCE, IN AND OF ITSELF. THE BRAND’S SCIENTIFIC ADVANCES ARE UNIQUE IN THE WORLD. THE BRAND’S PRODUCTS ARE PURELY AND SIMPLY BETTER.

The planned comparative ad based on scientific studies showing the technological superiority of L’Oreal’s THE LINE THAT SAID IT ALL AND SAID IT WELL! Préférence over Clairol’s Nice ‘n Easy was banned because the research in question had not been conducted in the / First, the deeper meaning. L’Oreal put forward a brand United States. Panic ensued. What were they going to do? new way of thinking: A woman doesn’t choose Préférence to conform to social conventions and accepted norms (see Clairol…), she chooses Préférence because L’Oreal is truly different, in terms of both performance and technology. It’s no longer to please others or to be like eve"PREFERENCE BY L'ORÉAL IS THE ryone else that I choose the product that’s best for hair.

I’m doing it because it makes me happy and makes me MOST EXPENSIVE, BUT YOU CAN feel good about myself. In the end, I owe it to myself to choose the product that is best in and of itself, even if SEE IT'S WORTH IT. SO AM I.". it’s more expensive, because it’s the best for me. This dual message has been extremely valuable to the brand: break sharply with the existing codes portraying women as silent objects. At best, as subjects that could barely think for themselves, subjugated by esthetic standards set by men—husbands, lovers or even fathers—but always by men. Be pretty, be good and be quiet.

It was the creative anger, the feminist spark of a rebellious 23-year-old young woman from California that made possible this break with the past. Nearly 40 years later Ilon Specht’s line at the end of the famous ad is still as fresh as ever:

/ L’OREAL MEANS THE BEST HAIRCARE FOR ME, THE PRODUCTS THAT INCREASE MY SELF-CONFIDENCE, AND THEREFORE MAKE ME HAPPIER. ALTHOUGH THE “MY” PHRASEOLOGY USED SO OFTEN TODAY WAS NOT YET CURRENT, ONE COULD HAVE ALREADY SPOKEN IN TERMS OF “MY L’OREAL.”

L’OREAL IS TRULY DIFFERENT, IN TERMS OF BOTH PERFORMANCE AND TECHNOLOGY "IT'S WORTH IT. SO AM I."

Techne & Psyche. Identity & Ipseity. Things have come full circle. Lessons from the study of motivationism as it pertains to advertizing then in vogue in the US had been perfectly assimilated or, in any case, illustrated: It’s the consumer’s personal intimate relationship with a brand that counts and which forms the basis of any desire for its products (What has the brand done for me and what has the brand done with me, not only concerning my relationships with others but, above all, concerning the way I feel about myself?

As Baudrillard so aptly phrased it in his 1968 work, The System of Objets, we buy an object but we consume a symbol.

société / Second, the form it took. L’Oreal’s message shattered the codes of advertizing, and by extension cultural codes, in an America that held rather conservative views of a woman’s proper role in society. The silent, voiceless Clairol woman, with only a male voice-over (!) stood in noisy opposition to the L’Oreal woman with a voice of her own, therefore with her own power. There’s no man speaking and no man judging her (“Does she or doesn’t she?”) and she’s put herself front and center. A radical change in perspective that shook up the tendency to conform to social norms—as well as the male chauvinism—that was prevalent at the time. As you know, the result was that L’Oreal made impressive gains in market share.

L’OREAL’S MESSAGE SHATTERED THE CODES OF ADVERTIZING,

A RADICAL CHANGE IN PERSPECTIVE THAT SHOOK UP THE TENDENCY THE “I” WAS THE “I” SPOKEN TO CONFORM TO SOCIAL NORMS

BY A WOMAN TAKING FULL They took a risky bet and they won, spectacularly. So it’s easy to understand why L’Oreal Paris is now celebrating CONTROL OF HER LIFE this key moment in its history!

For nearly 40 years, the brand promise has remained on a continuum, always about the added value the product creates for people. If self-esteem is indeed that very personal, internal attitude that allows a woman to say to herself that she has value, that she’s “worth it”, that she’s unique and that she’s important, especially in her own eyes, then L’Oreal is indisputably THE brand of self-esteem.

With, as a bonus, the worldwide and unparalleled fame, appeal and durability of the words, “Because I’m worth it.”

Changing values "From I to We"

What we might call the grammar of value of L’Oreal’s tagline has evolved over the years, from the “I” of the 70s to the “you” of the 90s to the “we” of the final years of the last decade.

The “I” was the “I” spoken by a woman taking full control of her life during the era of the women’s liberation movement.

The use of “you” signaled a change toward a context As Gladwell reminded us in his legendary article, where women were enjoined to act and to identify with L’Oreal’s Préférence became the brand that symbolized certain ideals, a context where the brand’s celebrity life changes, the brand for women determined to rein- spokeswomen began to play a dominant role. The origivent themselves and take control of their lives. One study nal, self-proclaimed “me” was replaced by a unifying “me, even showed that there were many more divorced women too”, with, no doubt, an element of greater conformity among L’Oreal users than among Clairol users: “They as well.

changed their lives and their hair. But it wasn’t one thing or the other. It was both.”

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"THEY CHANGED THEIR LIVES AND THEIR HAIR. BUT IT WASN'T ONE THING OR THE OTHER. IT WAS BOTH ”.

THAT WAS PREVALENT AT THE TIME. AS YOU KNOW, THE RESULT WAS THAT L’OREAL MADE IMPRESSIVE GAINS IN MARKET SHARE. L’OREAL’S PRÉFÉRENCE BECAME THE BRAND FOR WOMEN DETERMINED TO REINVENT THEMSELVES AND TAKE CONTROL OF THEIR LIVES

The more recent and more hesitant “we” would appear to aim at greater inclusiveness, a greater emphasis on community, which clearly speaks to a deep-seated contemporary aspiration. This is evidenced by the womanofworth. com initiative where we see Andie MacDowell saying (“You, me, us, we’re so worth that !”) and Beyoncé (“Worth it, it’s about connecting with other people.”) asking women to help identify “a woman who makes a beautiful difference in (their) community.”

All of these evolutions and changes, have, in a few decades, contributed to reshaping how the brand is perceived in terms of its relationship to women and self-esteem.

L’OREAL IS INDISPUTABLY THE BRAND OF SELF-ESTEEM. By the same token, it is worth taking another look at the original and perhaps prematurely loosened bond between brand and consumer- "It's worth it > So am I." To supplement the occasional studies that have been conducted from time to time, a more in-depth analysis of the nature and the meaning of this general trend is no doubt necessary.

Above and beyond exploring the effects of changing the “who” in question, in other words, the subject of the sentence, (I, you, or we), such an analysis would be enriched by also taking into account the profound changes in our value system in light of the economic, ecological and ethical crises our society is currently undergoing.

More to come...

interview

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Cyril Chapuy Global President l’Oréal Paris International

WHAT DOES THE “BECAUSE I’M WORTH IT” SIGNATURE MEAN FOR YOU? HOW HAS THIS SIGNATURE BEEN A MILESTONE IN BEAUTY HISTORY? Very few Brands – and all the more Beauty Brands - can proud themselves of having such a famous landmark signature that We need to understand that « Because I’m Worth it », when it speaks to every consumer in every country. “Because I’m was first created in 1971, was like a revolution in advertising.

Worth it” is the claim that millions of consumers have heard These four words have broken with the existing codes of the and have dreamed of. A claim that has played a key role in our time that reduced women to some mute object subjected to outstanding success throughout the world. If we are today the aesthetic norms set by men. While Clairol’s advertisements the Worldwide Leading Cosmetic Brand, it is because we have were spoken by a male voice, L’Oréal Paris offered a radical been able to reach out to every market and every consumer, change in perspective with a female narrator, speaking in the expand our expertise and innovations abroad, understand our first-person. With “Because I’m Worth it”, L’Oréal becomes the consumers’ needs and respond to them. “Because I’m Worth it” Brand associated with life changes, giving women new ways to has certainly contributed to such a success story by creating reinvent their lives. Women changed their lives and their hair. an intimate relationship with every woman from every place; It wasn’t one thing or the other. It was both... it has accompanied their emancipation, their independence, their progressive recognition in society…it has given them DOES THE SIGNATURE CONTINUE TO BE RELEVANT TODAY? back the power, the means to go one step further, to accomplish their dreams and be who they want to be…through Beauty.

Absolutely, and today more than ever.

The signature became the Brand’s global claim in 1997, transWHAT IS THE IMPORTANCE OF CELEBRATING lated on all markets, in every language. It really contributed ITS ANNIVERSARY TODAY? to the globalization of L’Oréal Paris and its successful expansion. “Because I’m Worth it” evolved with society. From “I”, we 40 years old is a good age…the best age…a symbolic age… switched to “You” and then “We” to establish its role in the colIt is about maturity and renewal…We’re celebrating 40 years lective community of strong women balancing out the many of a motto that has been created by a woman for women and facets of their lives and their history. that has always perfectly matched women’s deep aspirations. A The “We” encompasses us all, and reunites those who share our signature that shows that we have always believed in women’s values, around our large family of our Spokespersons. It is such values and found the way to change Beauty into a path to a modern motto! empowerment.

HOW DO YOU WANT THIS SIGNATURE TO BE EMBODIED? But celebrating our 40th Anniversary means that we have at least another 40 years to go! And our ambition is to continue to Through charismatic, modern, genuine, beautiful Ambassadors! accompany our consumers in their quest for Beauty. “Because The claim is of course deeply related to the Spokespersons I’m Worth it” and today “Because You’re Worth it” is such a that are featured in our ads. “Because You’re Worth it” in Jane modern tagline. It speaks to both an 18-year old girl who is at Fonda’s mouth does not exactly mean the same thing that in the early stages of her life and a more mature woman for whom Madame Ines de la Fressange or Fan Bing Bing’s ones. Each of self-esteem and confidence mean something slightly different, our Spokesperson expresses it in her own way, with her style, in the light of her experience. attitude, character…It is the strength of L’Oréal Paris : being Gladwell acknowledged: “… “Because I’m Worth It” has ente- able to refer to different aspirational worlds. red the language…and taken on a meaning well outside the If we were to sum up what “Because You’re Worth it” means, I stayed intention.” would say that it is all about Beauty…Not a set of unchanging rules and criteria but expressed in very diverse ways, reflecting strong, authentic personalities with depth and substance.

It is such a tribute to all women!

interview

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Ċ Beatrice Dautresme, CEO of the L’Oréal Corporate Foundation, Formerly Executive Vice-President for Corporate Communications and External Affairs of L’Oréal from 2005 to 2010 and the first woman member of the Executive Committee of L’Oréal. She joined L’Oréal in 1972.

YOU ARE A WITNESS OF THE INTERNATIONALIZATION OF « BECAUSE I’M WORTH IT”. CAN YOU TELL US MORE ABOUT THIS SIGNATURE? I remember, in the 70’s, the Prospective meetings we had with François Dalle, then President and CEO of L’Oréal. I was in charge, at the time, of the L’Oréal mass hair colour products in the Marketing team, and he used to narrate to us how L’Oréal had entered and conquered the US Hair colour market with a very bold and daring strategy that he initiated against all the US commercial teams afraid of a frontal battle with Clairol.

He knew that US hair colour users would instantly perceive the higher quality of Preference, not just because of its refined colours but for the increased softness, manageability and shine of the Preference formula. So he decided to price Preference higher than Clairol because he sensed that American consumers would understand the equation: higher price = higher THROUGHOUT YOUR CAREER, YOU HAVE NEVER quality. This was the foundation of the premium positioning STOPPED PUTTING “WORTH-IT WOMEN” UNDER of the L’Oréal products that would prove later such a winning THE SPOTLIGHT. DO YOU THINK BEAUTY strategy. The rest and how Mc Cann Ericsson translated that IS A PATH TO SELF-ACHIEVEMENT FOR THEM? formidable strategy into its legendary slogan is history…

It is true that I have always searched all means to highlight ACCORDING TO YOU, HOW DID THE SIGNATURE the role of women in society. I strongly believe that no society CONTRIBUTE TO MAKING L’ORÉAL PARIS can progress without an equally balanced number of men and THE WORLDWIDE BEAUTY LEADER? women amongst its decision making circles. My role at the head of the L’Oréal Corporate Foundation is a true testimony This signature was instrumental in making L’Oréal a true world- to that desire. And beauty or physical enhancement can help wide leader in Beauty. It represented a huge step forward in the women (and men equally), to better interact with each other in way women were portrayed and perceived in the advertising society, breaking the existing social barriers. Beauty can help world and the world at large. From plain consumers women women project a more assertive, empowered image of thembecame empowered actors of their beauty purchases. They selves, and therefore assume the larger role they deserve in discovered new motivations to improve their looks, a renewed society. self-esteem and a higher, more assertive sense of themselves.

And what has been particularly powerful about this signature is that it has underlined and matched women’s generational and cultural evolutions around the world. It has never been out of place or out of time.

Photo page de droite : Kai Juneman

L’ORÉAL HAD ENTERED AND CONQUERED THE US HAIR COLOUR MARKET WITH A VERY BOLD AND DARING STRATEGY

interview

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l b t ¸ Danielle Korn, Executive Vice President, Director of Broadcast Operations, McCann Erickson WHEN AND WHY WAS S THE SLOGAN BIWI “BECAUSE I’M WORTH IT” FIRST CREATED?

HOW DID THE SLOGAN BIWI REVOLUTIONIZE ADVERTISING?

I wasn’t there 40 years ago but, from what I’ve heard, it was one of those stories of inspiration and perspiration. The creative directors, Ilon Specht and Ira Madras, were working very late trying to come up with a new slogan for L’Oreal. The next morning Ilon return to the office saying she’d had a revelation, an epiphany: The slogan would be “Because I’m worth it.” At that time, four decades ago, there was little talk of empowering women, of their being “worth it,” so it was a quite a statement on their behalf. The idea of a woman having the confidence to say, “It’s alright if I spend a few extra dollars for this particular brand, because it’s good and I’m worth it” was new. It was a message that truly empowered women.

I don’t think anybody had ever done anything like it before.

It was the sort of message that empowered women and no one had ever thought of saying “It’s alright to spend more money on yourself.” That wasn’t the way most people thought in those days. The slogan truly revolutionized advertizing in many ways and for many reasons. L’Oreal has always been one the benchmark, gold standard brands, the brand everyone wants to work with. Celebrities have always wanted to do L’Oreal ads because the campaigns are beautiful and because they make an important statement about self-worth. “Because I’m worth it” has evolved over the years. From “I’m worth it” to “you’re worth it” to “We’re worth it” were all revolutionary messages. The words have even become part of our everyday language and people associate those words with L’Oreal. Women talk about what it means and now men are even talking about it. (As you know, we’re going to enter the men’s market as well.) Women had never felt that way about themselves and they didn’t think they had the right to spend money on themselves. The slogan changed that.

« IT’S ALRIGHT IF I SPEND A FEW EXTRA DOLLARS FOR THIS PARTICULAR BRAND, BECAUSE IT’S GOOD AND I’M WORTH IT » DID YOU KNOW ILON SPECHT PERSONALLY? WHAT SORT OF WOMAN WAS SHE? Since I wasn’t there at the time I didn’t know her personally.

Ilon was working with Ira Madras on the entire campaign, and she deserves full credit for the slogan because it was her idea.

Advertizing is an art, and like any other art, what is happening to the artist inside, what he or she is going through psychologically, is often expressed in the message his or her work conveys. It was no doubt an important message for her at that period in her life. She must have needed to express her own sense of worth and felt it was a time when many other women were experiencing the same need.

HOW HAVE SPOKESPERSONS MADE THE STATEMENT THEIR OWN? HOW HAVE THEY RELATED IT TO THEIR OWN LIVES? Having been with L’Oreal for 23 years, I’ve worked with many celebrities, among others, Cybil Shepherd, Diane Keaton, Jane Fonda, Beyonce, Jennifer Lopez and Freida Pinto. Every single one of them has made the statement her own. Just as Ilon Specht did 40 years ago, they each identify with those words and feel that it’s an important message to communicate—to women in general, to women in their particular age group or community or culture—Black, Hispanic or European—no matter whether they’re rich or poor, old or young. They’ve all felt good about having the opportunity to say those words. I don’t remember whether it was Heather Locklear or Andy MacDowell, but at some point, either Heather or Andy said, “I’m not sure if I’m comfortable saying ‘I’m worth it’. I mean, it’s okay but I want other women to feel like they’re worth it too.” That had an impact on us and we thought perhaps we should make the message more inclusive. Maybe we should be saying “we’re worth it” or “you’re worth it” because that makes it acceptable for all of us to feel that sort of self-esteem. So, we've listened to our celebrity spokespersons and they’ve helped us evolve the brand.

Aude Gandon, Executive Vice-President Europe Worldwide Account Director McCann Erickson HOW HAS THE USE OF SPOKESPERSONS IMPACTED L’OREAL PARIS ADVERTISING?

HOW DO YOU THINK BIWI ADVERTIZING WILL EVOLVE IN THE YEARS TO COME?

It’s had a huge impact. L’Oreal was one of the first brands to sign actresses and celebrities to advertise their products. It’s been quite powerful because, suddenly, women of all types were represented women with different lives, different skills, different careers, women coming from very different backgrounds as well as women with quite different types of beauty. It’s all very inspirational. Encouraging people to realize that there are so many different kinds of beauty is what L’Oreal is all about.

I see it evolving continuously since, obviously, to be able to meet the needs of a rapidly changing world, everything has to evolve. But there are going to be constants. The values of the L’Oreal Paris brand are self-esteem and beauty, which is deeply connected to self-esteem. There will always be a dedication to innovation, dedication to product performance, dedication to women, and now to men and to teenagers, too, since we have products for them as well. That’s who we are and we’re not going to forget our core values. We’re about beauty, selfesteem, innovation and product performance. Of course, all of that will be continuously updated and modernized as will the look of the brand. The media through which we communicate will also evolve. Like every other business around the world, it won’t be just the advertizing that changes. It’s not just about TV and print anymore, it’s about digital and about the retail environment. All of this is especially relevant to beauty care because it’s all about making dreams come true. Things won’t be unrecognizably different, of course, but the messages will be conveyed by different media in different ways.

IN YOUR OPINION, IN WHAT WAYS IS THE BIWI BASELINE STILL MODERN? I think it’s more modern than ever before! Women have gone through an amazing evolution, a revolution every woman from everywhere around the world, from the developed markets to the developing markets. Women’s roles in society have changed enormously and they continue to evolve. L’Oreal as a brand has always been very forward-thinking and it was quite brave of them to use that baseline back in the 70s. When you think about it, in the 70s it was pretty bold to have women saying “Because I’m worth it.” It meant women had the right to think of themselves as valued and appreciated, the way L’Oreal had always valued and appreciated them. L’Oreal is dedicated to women, to making them feel more powerful and more confident. L’Oreal encourages them to push back their limits, to make themselves stronger and happier to bring out the best in themselves for the future.

spokewomen

spokewomen Fan Bing Bing

Claudia Schiffer “ Beauty is individual to everyone and can be found in many different things. It means that you should respect yourself and treat yourself well.”

Andie Macdowell “ I think it encourages women to see and feel their value; for every woman to know they are worth it. ”

Madame Ines de la Fressange

Diane Kruger Freida Pinto “ Beauty truly lies in the hands of the beholder but selfconfidence and keeping it ‘real’ goes a long way! ”

“Every woman has a right to feel beautiful and make sure she feels good in her own skin. The famous slogan emphasizes this.”

Gwen Stefani “Just trying to be good to yourself because we really are all worth it!”

“I adore this slogan, especially the word “worth”. It symbolizes the self-confidence and power of a person, which is exactly what I seek.”

“It is about selfesteem – being able to love yourself so you can love others better. It’s a great source of pride!”

Gong Li “It has had a revolutionary influence on Chinese women and their views about beauty and cosmetic. In our hearts, L’Oreal Paris is no longer a brand, but the symbol of beauty and fashion.”

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Milla Jovovich

Aimee Mullins

“That all women deserve the best in life!”

“It’s a very powerful and eternal slogan which we can all claim for our own. If you can remind yourself that you are worth investing the time and energy to take care of yourself, others will treat you that way, too.”

Diane Keaton Lætitia Casta Liya Kebede “That a woman has embraced her inner beauty, her value, and her power and is ready to share it with the world.”

“Each woman deserves the best and thanks to L’Oréal Paris it is possible for her to reach it. Women are more confident when they feel pretty, loved and desired.”

“I always said…it should be “we’re” worth it…not “I’m” worth it. Because we are all women, all sizes and shapes and ethnic backgrounds. Women are powerful and I mean all women.”

Doutzen Kroes “That every woman should be proud of who she is and it's a celebration of our strength.

Real beauty does come from the inside for me.”

“My mother used to buy the red lipstick at the pharmacy. And i would sneak into her purse and put it on. One day, she caught me and i thought i would be in trouble but she told me,“go ahead, you’re worth it” ”

interview

WHAT DOES THE CLAIM “BECAUSE I’M WORTH IT” MEAN TO YOU ?

Many, if not most, women feel guilty if they spend time on themselves. What “Because you’re worth it,” means for me is, “You women have the right to look and feel your best. When you look and feel good, you are better able to face all the challenges of your busy lives.”

IN YOUR OPINION, HOW HAS BEAUTY CHANGED WOMEN’S LIFE? Beauty has been a boon for women but also a terrible burden.

We are often made to feel that we are worthless if we aren’t beautiful. We all need to encourage women to understand that some of the most beautiful women in the world are not beautiful in the standard way, but beautiful because they feel good about themselves— inside. They shine. Often these are women who were made to feel beautiful by their parents, so that is something else we need to do: educate parents to make their children feel beautiful no matter what their shape or size.

WHAT KIND OF MESSAGE / ADVICE WOULD LIKE TO PASS ON TO YOUNGER WOMEN’S GENERATION ?

Young women need to be taught to respect themselves, their bodies and their looks no matter what. They need to understand that beauty comes in all shapes and sizes and colors and that it is how you feel about yourself, how you carry yourself (posture, attitude), that matters most. This means eating healthy, fresh food and exercising to stay fit. It also means caring for their skin and, especially young adolescents , keeping their skin clean and moisturized.

IN YOUR OPINION, HOW DOES THE SLOGAN HAS ACCOMPANIED WOMEN’S EMANCIPATION OVER THE PAST 4 DECADES? In terms of the Women’s movement, no progress would have been made for women’s equal rights and emancipation had women across the world not believed they were worth it— worth having the right to vote, worth being CEOs, worth being free from violence and sexual abuse and so forth. So the slogan that L’Oreal chose in 1971 is appropriate in that “being worth it”resonates with women.

HOW HAS IT RESONATED FOR YOU? But, the women’s movement and the empowerment that the movement refers to has to do with laws, policies, women’s voices being heard in the entire public arena. Beauty doesn’t really have anything to do with this except in a bad way: it is often easier for beautiful women to get hired. The L’Oreal slogan, for me, is more about personal empowerment—how a woman feels about herself.

WHAT GIVES YOU CONFIDENCE? I feel confident when I am with people who love me; when I am good at something; when something I’ve done gets recognition; and when I know I look my best---such as when I walked the red carpet in Cannes for L’Oreal!

WHAT IS IT TO BE A L’ORÉAL SPOKESPERSON? There are lots of aspects to being a L’Oreal spokesperson: I earn money which often goes to my non-profits; I get to know other fascinating women...like Aimee Mullins and Freida Pinto; I get my favorite skin creams and makeups free, I have to learn to try and be glamorous on camera (which is very different than being an actor and it’s hard for me), and I get to know interesting, hip, business people.

"YOUNG WOMEN NEED TO BE TAUGHT TO RESPECT THEMSELVES, THEIR BODIES AND THEIR LOOKS NO MATTER WHAT".

WHAT ARE YOUR FORTHCOMING PROJECTS? I have my new, best selling book about living and aging, Prime Time, coming out in France in February. I have a new French film coming out soon, “... Et si on vivait tous ensemble?”, with Pierre Richard, Guy Bedos, Claude Rich, Geraldine Chaplin and Daniel Bruhl. I will start a new movie in 2012. I have new fitness programs on DVDs that are coming out in the U.S. now.

I am writing 3 new books about adolescents and sexuality. I am starting to learn to play tennis and soon I will start tap dancing lessons.