A New Campaign Inspiring Women to Share Something They Believe is Worth Saying
L’Oréal Paris believes women’s lips can be bold in more ways than one. For the first time, L’Oréal Paris is leveraging its red carpet authority and broadcast sponsorship of the 2016 Golden Globes to go beyond beauty with the launch of the #WorthSaying campaign.
As recent award show red carpets have demonstrated, female celebrities are speaking out and sharing information about their work, careers, and other meaningful topics. Designed to propel this cultural shift, #WorthSaying, launched last January 10, the night of the Golden Globes, encourages women on the carpet – and off – to share words they believe are truly worth saying.
“For over 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,” notes Karen Fondu, President of L’Oréal Paris. “We are fueling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible.”
From the brand’s lineup of empowering, accomplished spokeswomen to its inspirational Women of Worth philanthropic program, L’Oréal Paris’ message of worth is implicit throughout, as the brand believes that when a woman feels worth it, she can achieve anything.
In fact, according to research*, 3 in 4 women agree that powerful and motivating language makes them believe they can accomplish whatever they set their mind to, and the majority of women agree that powerful and motivating language gives them a stronger sense of self-worth.
Via a live social command center, L’Oréal Paris will purposefully spotlight and amplify the meaningful sentiments women are expressing on the red carpet and in social media by selecting posts and sharing them on the brand’s platforms and in digital advertising.
The campaign also will debut customized television billboards, banner ads and online videos, all in an effort to inspire women to join the #WorthSaying conversation and further elevate women’s voices to an unprecedented level.
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