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L?Oreal uncaps motivational thoughts on Twitter in Golden Globes lead-up

L?Oreal Paris is rolling out the red carpet for a new campaign ahead of Sunday?s Golden Globe Awards, asking celebrity influencers and fans to disperse empowering messages for women on social media via the #WorthSaying hashtag.

The beauty marketer is taking advantage of its Golden Globes sponsorship by fueling more buzz surrounding a new cultural shift, in which female celebrities opt to discuss work and other meaningful topics while attending awards shows. L?Oreal is encouraging women both on and off the red carpet to share motivational language by uploading posts to Twitter, Facebook or Instagram during Sunday night?s Golden Globes broadcast.

?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,? said Karen Fondu, president of L?Oréal Paris.

Going beyond beauty
Several awards show hosts have recently been attempting to steer away from asking non-thought-provoking questions about female celebrities? accessories or dress designers by propelling the conversation to more meaningful topics, such as work and careers. L?Oreal is hoping to spur that transition even further with its social media campaign.

The hashtag was created to align with L?Oreal Paris?s support of individual beauty and women?s intrinsic worth. Research has proven that three in four women believe inspirational language can positively affect their sense of accomplishment, while a great majority agrees that motivational words foster a stronger feeling of self-worth.

Consequently, L?Oreal is appealing to its female spokeswomen, including Julianne Moore, Karlie Kloss and Eva Longoria, to help spread the word on the night of the Golden Globes ceremony. Alongside various social influencers and brand experts, the ladies are asked to fuel dialogue by sharing their own inspiring thoughts via the #WorthSaying hashtag on Twitter.

Women around the world may also partake in the social conversation during Sunday?s broadcast, which runs from 5 pm ET to 11 pm ET, by posting their own motivational beliefs and tagging @LorealParisUSA as well as #WorthSaying.

The beauty brand will have a social command center set up during the program, which will aggregate selected posts and display them on L?Oreal?s digital ads and other platforms.

This could prompt more participants to get involved in the conversation. If an individual?s Tweet is chosen by the marketer, she may experience greater social media exposure which could translate to more followers.

Coloring up social
L?Oreal Paris has engaged in one of the most active social media pushes over the past year, likely to better connect with younger consumers and maintain visibility on the networks they frequent. 

In October, L'Oreal Paris invited fans to enter a contest to become the brand's guest social media editor in an attempt to connect more with millennials and leverage their mobile-savvy insight (see story).

Additionally, L?Oreal Paris rolled out a campaign last spring that coincided with the brand?s new Advanced Haircare line launch and asked social media users to share their powerful hair moments on Facebook, Instagram and Twitter with a specified hashtag for a chance to meet supermodel Karlie Kloss, proving that incentives are key for beauty campaigns on social (see story).

Ultimately, L?Oreal is well-poised to stay trending on Twitter during the buzzworthy awards night, especially if it leverages the help of its popular celebrity spokeswomen, some of whom may be attending the ceremony.

?We are fueling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible,? Ms. Fondu said.