L’Oréal to introduce #WorthSaying campaign this awards season

By Deanna Utroske

- Last updated on GMT

L’Oréal to introduce #WorthSaying campaign this awards season

Related tags Social media Advertising

Sunday during the Golden Globe broadcast, the beauty company will launch a campaign designed to expand the red carpet conversation with a multitude of insights from women, sharing and connecting in real time with L’Oréal’s brilliantly up-to-date messaging.

“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,”​ says Karen Fondu, president of L’Oréal Paris.

With the hashtag #WorthSaying, she explains, “We are fueling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible.”

Style and substance

Just last month the beauty company commissioned Ipos to run an online study about positive messaging. Based on the responses of women, aged 18-74 from across the US, L’Oréal determined that 75% of women “agree that powerful and motivating language makes them believe they can accomplish whatever they set their mind to.”

Additionally the results show that a “majority of women agree that powerful and motivating language gives them a stronger sense of self-worth.”

With this substantiation, the company is broadening its long-lived ‘Because You’re Worth It’ tagline for its latest interactive social media marketing campaign.

Engagement strategy

The campaign will live mostly on the social platform Twitter and will extend to customized television billboards, banner ads and online videos.

During the event, the company’s social media team will propel the conversation by reposting significant remarks: “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,” ​explains the company in a press release about the new campaign.

Influencers and L’Oréal spokespeople will be in on the action as well. “The night of the Golden Globes, the brand’s powerhouse roster of celebrity spokeswomen, which includes Julianne Moore, Karlie Kloss, Eva Longoria, Frieda Pinto and Liya Kebede, along with brand experts and social influencers, will band together as catalysts for change and spark dialogue by putting forward their own words #WorthSaying on Twitter,” ​as the company puts it.

Branded content

Brand-generated media that inspires and intrigues consumers is the advertising strategy du jour. And, L’Oréal is taking important steps to do it well.  

The company recently opened its first branded content production studio in Montreal, Canada​. "The Content Factory is an invaluable tool to achieve our objective of being more agile in social media and creating integrated brand communication to encourage engagement with our brands and drive business here in Canada,"​ explained Frank Kollmar, president and CEO of L'Oréal Canada, in November 2015 when the studio opened.

Additionally, not long ago the beauty company’s color cosmetics brand Urban Decay refreshed its approach to digital marketing​ with hopes of curating a social community that easily finds its way to Urban Decay sites, in-house content, and e-commerce channels. 

Related news

Show more

Related products

show more

Exosomes: Passing Trend or Transformative Reality?

Exosomes: Passing Trend or Transformative Reality?

Content provided by Naolys | 26-Mar-2024 | White Paper

Exosomes, microscopic vesicles naturally present in abundance within Plant Cells, have garnered significant attention within the scientific and cosmetic...

How Nutricosmetics Can Enhance Skin Beauty

How Nutricosmetics Can Enhance Skin Beauty

Content provided by Activ'Inside | 11-Dec-2023 | White Paper

In the ever-evolving realm of nutricosmetics, where inner wellness meets outer beauty, few natural ingredients have captured the spotlight quite like grapes.

Ultimate Antimicrobial Solution for BPC

Ultimate Antimicrobial Solution for BPC

Content provided by Acme-Hardesty Company | 11-Oct-2023 | White Paper

Sharomix™ EG10, a versatile broad-spectrum antimicrobial liquid blend for preserving personal care products, ensures safety at usage levels ranging from...

Acme-Hardesty Expands Product Line into Canada

Acme-Hardesty Expands Product Line into Canada

Content provided by Acme-Hardesty Company | 07-Jul-2023 | Product Brochure

Acme-Hardesty’s latest expansion into Canada includes Resplanta®, Botaneco®, and BYK from our partners Sharon Personal Care and Eckart Effect Pigments...

Related suppliers