L’Oréal’s Golden Globes Campaign Aims to Get Women Talking About More Than Just Beauty

Changing the dynamics of the red carpet

Headshot of Kristina Monllos

The politics of the red-carpet conversation have changed. Women may dress to the nines to match the glitz and glamour associated with awards ceremonies like Sunday's Golden Globes, but that doesn't mean beauty is the only thing on their minds. And one major beauty brand (and Golden Globes sponsor) has taken notice.  

During Sunday's ceremony, L'Oréal Paris will launch its #WorthSaying campaign from agencies McCann and Alison Brod Public Relations. The campaign is meant to get women talking about the things they believe are important, whatever they may be. 

"L'Oréal Paris has always believed in the individual beauty and intrinsic worth of every woman," said Karen Fondu, president of L'Oréal Paris. "The #WorthSaying campaign is rooted in the brand's iconic tagline, 'Because You're Worth It,' and the belief that all women have something worthy to say."

According to the brand's research, a majority of women agree that powerful and motivating language gives them a stronger sense of self-worth. Three out of four women agreed that such language 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," said Fondu. "This is an exciting campaign for L'Oréal Paris as we are leveraging our broadcast sponsorship of the 2016 Golden Globes to go beyond beauty and propel the cultural shift happening around red-carpet conversations." 

The brand's celebrity spokeswomen—including Julianne Moore, Freida Pinto and Eva Longoria—will help promote the #WorthSaying campaign on their social media channels. L'Oréal also took out a full-page ad in the Hollywood Reporter (see below). The campaign also includes digital video and banner ads as well as a TV spot. 

As Dove did with its #SpeakBeautiful campaign during last year's Academy Awards, L'Oréal is using Twitter during a red-carpet, image-conscious event to try and change the cultural conversation around women and beauty.  

"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," said Fondu. "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." 



@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.