Dive Brief:
- L'Oréal is making use of the Golden Globes platform to launch its new #WorthSaying campaign that is intended to go beyond beauty and get women talking about whatever they believe is important.
- The beauty company conducted research that found 75% of women agreed that powerful and motivating language gives them a strong sense of self-worth and can inspire them to accomplish their goals.
- Celebrity spokeswomen Julianne Moore, Freida Pinto and Eva Longoria will promote #WorthSaying on their social media networks; the TV spot will first air during the Golden Globes award ceremony; there will be full page ad in the Hollywood Reporter; and the campaign also includes digital video and banner ads.
Dive Insight:
Costmetics company L'Oréal’s latest ad campaign isn’t about beauty at all, at least not external beauty. The #WorthSaying campaign was created by McCann and Alison Brod Public Relations and is intended to get women talking about topics they believe are important.
Karen Fondu, president of L'Oréal Paris, told Ad Age, "L'Oréal Paris has always believed in the individual beauty and intrinsic worth of every woman. The #WorthSaying campaign is rooted in the brand's iconic tagline, 'Because You're Worth It,' and the belief that all women have something worthy to say."
Of course, at the same time the campaign reflects the results of research conducted by the brand that found women felt empowered by powerful and motivating language. The campaign is also a cousin of the trend toward socially responsible marketing which takes the messaging beyond the brand or product, a tactic that particularly appeals to millennials and gained in currency as social media has become so entrenched in popular culture. Socially responsible marketing is a lucrative enough niche that boutique agencies have been getting deals with major brands such as Nike, Google and Clif Bar.