Women in the entertainment industry and in media have been using public-events to voice concerns over a wide-array of social-issues for decades but the trend is catching on in Hollywood and L’Oréal Paris is 100% behind the outspoken movement. Instead of just asking men and women what they are wearing, the spotlight should be centered on upcoming projects, humanitarian efforts and important social-causes, since millions of young men and women will be watching the Golden Globes across the planet.

The company is launching a new campaign stating that it believes, “women’s lips can be bold in more ways than one.” For the first time, L’Oréal Paris is leveraging its red carpet authority and broadcast sponsorship of the 2016 Golden Globes to go beyond beauty with the launch of the #WorthSaying campaign.

As recent award show red carpets have demonstrated, female celebrities are speaking out and sharing information about their work, careers, and other meaningful topics. Designed to propel this cultural shift, #WorthSaying, launching January 10, the night of the Golden Globes, encourages women on the carpet – and off – to share words they believe are truly worth saying.

“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,” notes Karen Fondu, President of L’Oréal Paris. “We are fueling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible.”

From the brand’s lineup of empowering, accomplished spokeswomen to its inspirational Women of Worth philanthropic program, L’Oréal Paris’ message of worth is implicit throughout, as the brand believes that when a woman feels worth it, she can achieve anything.

L’Oréal Paris states that studies have shown that 3 in 4 women agree that powerful and motivating language makes them believe they can accomplish whatever they set their mind to, and the majority of women agree that powerful and motivating language gives them a stronger sense of self-worth.

The night of the Golden Globes, the brand’s powerhouse roster of celebrity spokeswomen, which includes Julianne Moore, Karlie Kloss, Eva Longoria, Frieda Pinto and Liya Kebede, along with brand experts and social influencers, will band together as catalysts for change and spark dialogue by putting forward their own words #WorthSaying on Twitter.

Women everywhere can take part in the conversation on Twitter during the broadcast on Sunday, January 10, 2016 from 5:00pm EST – 11:00pm EST by tagging @LorealParisUSA and using #WorthSaying.

During the night, L’Oréal Paris will spotlight meaningful sentiments women are expressing on the red carpet and in social media by selecting posts and sharing them on the brand’s platforms and in digital advertising. The campaign also will debut customized television billboards, banner ads and online videos, all in an effort to inspire women to join the #WorthSaying conversation and, “further elevate women’s voices to an unprecedented level.”