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Beauty giant L’Oreal Paris is the latest advocate in the movement to change the tone of red-carpet conversation. On Tuesday, the company unveiled their new campaign, #WorthSaying (a riff off their 40-year-old tagline, “Because You’re Worth It”), which they plan to roll out at Sunday’s Golden Globes.
Like the #AskHerMore campaign in previous years, #WorthSaying is all about delving beyond the “Who are you wearing?” chit-chat that actresses are usually bombarded with and asking more in-depth questions.
Read more Golden Globes Beauty: Get Your Glow On
The move may seem puzzling coming from a company which specializes in beauty, but L’Oreal Paris president Karen Fondu tells Adweek that the campaign is about both celebrating beauty and making cultural progress.
“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,” said Fondu, adding, “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.”
The French company plans to utilize its army of A-lister brand ambassadors, which includes Eva Longoria, Julianne Moore, Karlie Kloss and Freida Pinto, to name a few, to promote the hashtag on social media. They then plan to choose the best uses of the hashtag for digital advertising.
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