13/01/2016

L’Oreal’s #WorthSaying Golden Globes Campaign Fights Red Carpet Sexism

L’Oréal Paris is activating its red carpet rights and broadcast sponsorship of the 2016 Golden Globes by launching #WorthSaying – a campaign to fuel a cultural shift and encourage women on the carpet (and off it) to speak about what they truly believe is actually worth saying.

 

In other words, a campaign to combat the casual sexism of red carpet chatter.

 

Built on the recent awards show backlash about how women are treated (differently) on the red carpet and the trend for female stars to speak out not just against this sexism but also for meaningful topics such as work and career.

 

#WorthSaying aims to further drive this behavioural change and on 10 January – the night of the Golden Globes – encourage the celebrities to share words they believe are really ‘worth saying’ both on the red caret and across social media.

 

‘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,’ explains Karen Fondu, President of L’Oréal Paris.

 

‘We are fuelling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible.’

 

‘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,’ adds Fondu.

 

‘We believe that when a woman feels worth it, she can achieve anything.’

 

Primarily a Twitter-based campaign,

 

 

with print magazine, event-located billboards,  TV, online video and PR silos, additional work and assets across social media, web banners and other platforms as well as a leading-edge #WorthSaying film published on 6 January.

 

 

The narrator in the video promo says: ‘Behind the lipstick all women have something worth saying. So speak up’.

 

Revolving around L’Oréal Paris’ lipstick range and linking to the idea that ‘women’s lips can be bold in more ways than one’, the initiative runs primarily across the brand’s Twitter feed,

 

 

 

 

and its Golden Globes tweets ran in parallel with those from the feeds of some of the biggest stars on the red carpet (who are also L’Oreal brand ambassadors) such as @JLo (who’s campaign tweet alone generating 1,200 retweets and 2800 likes),

 

 

and @EvaLongoria,

 

https://twitter.com/LOrealParisMY/status/686374130246004737

 

@Janefonda,

 

 

and @_juliannemoore.

 

 

Many of them built on the branded content campaign assets with a specific #WorthSaying topic of their own.

 

 

 

The campaign was further amplified by target- and property-relevant media brands such as People Magazine,

 

 

and Marie Claire,

 

 

as well as mainstream media like New York Daily News,

 

 

NBC,

 

 

and HuffPost.

 

 

As well as the TV spot, online video, banner ads, media partnerships and social media work, L’Oréal also took out a full-page ad in the Hollywood Reporter.

 

The objective off the campaign, which was developed in harness with agency McCann and Alison Brod Public Relations, is ambitious but simple – to get women talking about the things they believe are important.

 

According to L’Oreal research, the majority of women agree that powerful and motivating language gives them a stronger sense of self-worth.

 

Three out of four women feel 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.’

 

Comment

 

This L’Oreal campaign is less about beauty products and more about changing the dynamics (and politics) of the red carpet and thus of female conversations everywhere.

 

Glamour, dresses, jewels and beauty are often associated with awards ceremonies like The Golden Globes, but that doesn’t mean that beauty and looks are the only things on the minds of the women attending them.

 

The core objective seems to be the shift the conversation topic from ‘How you look’ to ‘What are you saying’.

 

Who are you wearing?” to “What are you saying?”

 

In the sponsorship world there are strong echoes here of Dove’s 2015 #SpeakBeauty initiative at last year’s Academy Awards (see case study).

 

Plus there are links to other current cause initiatives such as filmaker Jennifer Siebel Newsom’s #AskHerMore and Amy Poehler’s #AskSmartGirls (at last year’s Emmys) – both of which generated serious social and traditional media traction last year.

 

And to Cate Blanchett’s red carpet E! interview in 2014.

 

 

Links

 

L’Oreal Twitter:

https://twitter.com/loreal

 

L’Oreal Twitter USA:

https://twitter.com/lorealusa

 

L’Oreal Facebook:

https://www.facebook.com/LOrealParis

 

L’Oreal Website:

http://www.loreal.com/

 

Golden Globes:

http://www.goldenglobes.com/

 

Golden Globes Facebook:

https://www.facebook.com/GoldenGlobes

 

Golden Globes Twitter:

https://twitter.com/goldenglobes

 



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