L'Oreal Changes Red Carpet Conversation to Something #WorthSaying
Celebrities on the red carpet are expected to answer questions that are oftentimes inappropriately personal and unrelated to their work. While stars of any gender experience this issue, it is exacerbated for women. With “mani cams” that focus on their nails, camera panning to give viewers a 360 shot of their gowns (and bodies), and questions about their love lives and their weight, female stars are subjected to a different level of probing than men during award season. Now a major beauty brand, L’Oreal, is encouraging celebs to share information about their passions, their work, and anything they believe is #WorthSaying, with a new campaign launching in time for the Golden Globes.
The red carpet was not always such a big deal, and until 1961, there was no red carpet. Black and white television inhibited gown gawking, and the carpet served the practical function of bringing celebrities from their cars into the venues. Once celebrities starting pausing to flaunt their stuff, it led to the late Joan Rivers to ask “Who are you wearing?” in 1995, and a whole red carpet industry was born.
Jennifer Lawrence is asked about what she’s wearing. (Photo: Twitter)
Cate Blanchett talks “GlamCam 360”:
The legacy of Rivers’ question turned event arrivals into a place where celebrities’ appearances and personal lives are on display, but last year was the beginning of the backlash. Several campaigns emerged to encourage reporters to ask women better questions on the red carpet. Nashville’s Connie Britton was the face of #AskHerMore, launched by The Representation Project for the Emmy’s red carpet. The campaign inspired people to call out sexist reporting and refocus on women’s achievements, not just their looks. Amy Poehler teamed up with the same organization to form #AskSmartGirls, a hashtag with similar intentions. Both campaigns encouraged people to tweet suggested questions for reporters that were then asked on the red carpet, and even Hillary Clinton, Yahoo News anchor Katie Couric, and Britney Spears tweeted meaningful questions for celebrities.
Celebs weigh in on Ask Her More:
L’Oréal is now getting involved in the conversation, the first major brand to do so. Their hashtag, #WorthSaying, launches January 10 for the Golden Globes, and will ask women to share more powerful messages than just talking about the superficial. “Behind the lipstick, all women have something worth saying,” the campaign video announces. “So speak up.”
A rep for The Representation Project reacted to the news that L’Oreal had joined the movement, telling Yahoo Beauty: “The Representation Project works every day to change culture. We are thrilled that #AskHerMore has changed the conversation on the red carpet and beyond, and has inspired companies like L'Oréal Paris to join us in reducing sexism.”
L’Oréal’s new campaign asks women about the things that are important to them. (Photo: L’Oréal Paris)
The mega beauty brand will utilize their lineup of influential brand ambassadors including Julianne Moore, Karlie Kloss, Eva Longoria, Frieda Pinto, and Liya Kebede to tweet their own thoughts to kick off the night. They ask that women around the world tag the brand and use the hashtag to “band together as catalysts for change and spark dialogue by putting forward their own words #WorthSaying on Twitter.” The broadcast will feature the “meaningful sentiments women are expressing on the red carpet and in social media.” Let’s get talking about something that’s worth it.
Related:
Connie Britton Wants to Talk Feminism, Not Hair
#AskHerMore: Why the Questions Shouldn’t Stop at the Mani Cam
Patricia Arquette Is Fired Up About Women’s Rights and Ignoring Vanity
