L'Oreal Paris has started a new campaign called #WorthSaying, which comes from their iconic slogan "Because You're Worth It," as a way to change the topic of conversation with women on award show red carpets, and they're starting with the 2016 Golden Globes.
The popular beauty brand released the campaign Tuesday, which aims to go beyond the question of "Who are you wearing" and have women share something that they believe is worth saying, according to the official press release. L'Oreal Paris wants to go beyond beauty with the launch of this campaign and have female celebrities speak out and share more information about their work, careers, what they think is important and other meaningful topics instead of just the dress they have on.
"For over forty years, since the time we declared our iconic tagline, 'Because You're Worth It,' L'Oreal Paris has supported the individual beauty and intrinsic worth of every woman," Karen Fondu, President of L'Oreal Paris, said in the press release. "We are fueling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible."
During Sunday night's ceremony, the brand will be officially launching the campaign from agencies McCann and Alison Brod Public Relations, according to Ad Week. Research done by the brand notes that a majority of women agree that powerful and motivating language gives them a stronger sense of self-worth and can help inspire them to accomplish their goals.
"We recognize the importance to fuel the powerful words of women everywhere so their conversations reach, affect and inspire as many other women as possible," Fondu continued to say. "This is an exciting campaign for L'Oreal Paris as we are leveraging our broadcast sponsorship for the 2016 Golden Globes to go beyond beauty and propel the cultural shift happening around red-carpet conversation."
They plan to take full advantage of their celebrity brand ambassadors like Eva Longoria, Julianne Moore, Karlie Kloss and Freida Pinto to help spread the word and promote the hashtag on social media, according to The Hollywood Reporter. From there, they will choose the best uses of the hashtag as a way to digitally advertise the campaign further.
"The #WorthSaying campaign is intended to go beyond just beauty and encourage women on the red carpet and off to share something they believe is truly worth saying," Fondu said. "With that, we know that red-carpet beauty looks continue to be highly anticipated by women. We believe the two can live synergistically together because we know when women feel their best, they can achieve anything."
During last year's Golden Globes red carpet, host Amy Poehler started a similar campaign on Twitter with the hashtag #AskHerMore. "The #RedCarpet is open and we want the media to #AskHerMore!" she tweeted from her Smart Girls account at the time. "Let's go beyond 'who are you wearing?' and ask better questions!"
Tune into the 73rd annual Golden Globe Awards on Sunday, Jan. 10 on NBC at 8 p.m. ET and use the hashtag #WorthSaying on social media to spread the word about this incredible campaign and share something you believe is worth saying!
