L’Oréal is encouraging actresses to talk about more than their outfits and make-up at the Golden Globe Awards this weekend. Using the hashtag #WorthSaying, the brand is asking women to share words they believe are truly worth it.
A team of celebrity spokespeople, including Julianne Moore, Karlie Kloss, Eva Longoria, Frieda Pinto and Liya Kebede will be working alongside L’Oréal’s brand experts and social influencers to share their own thoughts using the hashtag on Twitter.
Consumers are urged to join the conversation during the ceremony – which starts at 5pm EST – using the hashtag #WorthSaying and L’Oréal’s Twitter handle @LorealParisUSA. The brand will share selected messages across social media and in its digital advertising.
A series of TV billboards, banner ads and online videos will also be shared on the date, in the hope of spreading the #WorthSaying message even further. L’Oréal has also taken out a full-page advert in The Hollywood Reporter (pictured below) to promote the campaign.
“For more than forty years, since the time we declared our iconic tagline, ‘Because you’re worth it,’ L’Oréal Paris has supported the individual beauty and intrinsic worth of every woman. We are fuelling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible,” explained Karen Fondu, President of L’Oréal Paris.
The campaign follows the success of #AskHerMore which was widely shared on social media during last year’s awards season. Some consumers felt that reporters asked actresses less serious questions than those directed at actors, with much commentary being dedicated to outfits, hair and make-up.
While some commentators have questioned L’Oréal’s place in these conversations, the brand is confident that it is well-positioned to support the conversation. Fondu told Ad Week “The #WorthSaying campaign is intended to go beyond just beauty and encourage women on the carpet and off to share something they believe is truly worth saying. 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 that when women feel their best, they can achieve anything.”
