Leveraging its sponsorship of the upcoming Golden Globes, it will use its new push to empower women with inspirational celebrity quotes
Believing that a woman’s lips can be bold in more ways than one, L’Oréal Paris has unveiled a marketing campaign themed #WorthSaying. Leveraging its broadcast sponsorship of the 2016 Golden Globe Awards, the marque is using the avenue to activate its red carpet authority.
Such occasions have started serving as a platform for female celebrities to open up about work and life in meaningful ways. Propelling the very cultural shift, the brand has timed the launch of the push to coincide with the night of the highly-anticipated event set for 10 January 2016.
The overall campaign objective is to encourage these iconic personalities to offer words they feel are truly worth saying. From the brand’s line-up of accomplished spokeswomen involved with its inspirational ‘Women of Worth’ philanthropic programme, L’Oréal’s message of worth is implicit throughout.
Its celebrity roster includes Julianne Moore, Karlie Kloss, Eva Longoria, Frieda Pinto, Liya Kebede as well as select brand experts and social influencers. Acting as catalysts for change, each will spark dialogue across Twitter using their own words #WorthSaying on the said awards night.
Via a live social command centre, L’Oréal will purposefully spotlight and amplify the meaningful sentiments women are expressing on the red carpet and on social media by selecting posts and sharing them via the brand’s various platforms and digital channels.
The campaign will also feature customised television billboards, banner ads, and online videos to further elevate female voices. Tagging @LorealParisUSA and using the hashtag #WorthSaying, women worldwide can participate in the conversation during the broadcast.
“Since declaring our iconic tagline Because You’re Worth It over forty years ago, L’Oréal has supported the individual beauty and worth of every woman. We are fuelling the powerful words of women everywhere so their conversations reach and inspire as many others as possible,” said Karen Fondu, President of L’Oréal Paris.
L’Oréal was a winner at the 2014-2015 World Branding Awards under the Beauty – Personal Care (Global) category.