L’Oreal: Why Do We Avoid What’s #WorthSaying?

When looking back over the coverage of certain award shows, meaningful celebrity quotes and interviews certainly don’t dominate the red carpet headlines.

Instead, the attention is focussed on a celebrity’s sense of style, how long it’s taken them to get ready and any beauty tricks that they can spare.

While women have long borne the brunt of this phenomenon, Kevin Spacey and others were subjected to this trend at 2014’s BAFTA awards when Buzzfeed took to the red carpet and asked them these similarly mundane questions (below).

Although it made for great watching, the treatment of Hollywood’s women is slowly being realised and award shows are proving the perfect breeding ground for challenging gender norms.

Last night’s Golden Globes awards did just that, as L’Oreal unveiled its latest #WorthSaying campaign.

In an attempt to redirect the conversation away from their outfits, award-winning actresses were encouraged to participate in the campaign and speak out about something important, rather than the often asked meaningless subjects. Spokeswomen included Julianne Moore (below), Karlie Kloss and Eva Longoria who used the opportunity to share what’s close to their hearts.

Let's get more women in Congress, on the bench, in office! What do you think is #WorthSaying #GoldenGlobes

— Julianne Moore (@_juliannemoore) January 10, 2016

“We are fueling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible,” says L’Oreal’s president Karen Fondu.

The brand hopes that the campaign will create a nurturing confidence-boosting culture among women and help them to realise that anything is possible when they put their mind to it.

To find more videos, quotes and images, follow the #WorthSaying hashtag.

And while L'Oreal's famous Because You're Worth It tagline still beams bright on the print campaign, perhaps the #WorthSaying approach will have a more constructive effect on its female consumers. Rather than setting an unreachable standard and instead, making us feel worth-less, something we've discussed before.