Red carpet hosts have a long history of asking female celebrities the dumbest questions on Earth. But recent campaigns like #AskHerMore have aimed to change that conversation. Now L’Oreal is milking the trend.

As part of previous red carpet backlash, Amy Poehler created the #AskSmartGirls campaign, while Elle promoted something called “Flip the Script,” in which they asked men some of the same questions women get asked. There’s also this notable Upworthy supercut of all the ridiculous questions posed to women on the carpet.

With award season approaching again, L’Oreal is renewing the convo by launching a hashtag campaign branded #WorthSaying, urging women to talk about whatever they want on the red carpet, whether it’s their work or their life philosophy. The initiative is particularly pegged to this Sunday’s Golden Globes.

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Mashable reports:

The beauty brand will use its platform as an official broadcast sponsor of the show to urge people to participate, and a lineup of celebrities on the company’s payroll will tweet their own hashtagged thoughts to kick things off. L’Oreal’s social media command center will monitor the action and share some of the highlights from the company’s social accounts.

By joining a dialogue already in motion, L’Oreal gets to look good attaching their brand name to a positive initiative while subtly encouraging people to buy their products. (Ad Week’s headline: “L’Oréal’s Golden Globes Campaign Aims to Get Women Talking About More Than Just Beauty.”)

L’Oreal Paris president Karen Fondu says, “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.” (A statement that means nothing.) Fondu adds, “We know that red-carpet beauty looks continue to be highly anticipated by women. We believe the two can live synergistically together because we know that when women feel their best, they can achieve anything.”

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L’Oreal really only cares about selling beauty, so it’s nice that they’re not totally ignoring the role of those products on the red carpet.

Last year on The Cut, Maureen O’Connor wrote about the trouble with diminishing the role of fashion and beauty at awards season, noting that “the red carpet is how the masses access fashion, and how celebrities (and their handlers) tell stories about themselves and their careers.”

The problem with red carpet interviews isn’t really the “Who are you wearing?” questions, but that most of these interviews are too brief and boring, and many of the hosts lack the talent or humor to make them pop. Imagine, for example, a world in which Amy Poehler serves as a red carpet host instead of Giuliana Rancic.


Contact the author at clover@jezebel.com.

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