Building on last year’s #AskHerMore campaign urging red-carpet reporters to ask women in Hollywood meatier, more thought-provoking questions beyond “Who are you wearing?”, L’Oréal has announced plans to keep the momentum going by pushing the hashtag #WorthSaying (a take on the brand’s “Because You’re Worth it” tagline) at this year’s Golden Globes, a show the company is sponsoring on Sunday January 10th. The goal? To give women more of a voice by having the things that matter to them truly heard.

Lead by the brand’s spokeswomen Julianne Moore, Karlie Kloss, Eva Longoria, Freida Pinto and Liya Kebede, people will be encouraged to post quotes they love from their favorite female stars or share their own thoughts about the show via Twitter with the hashtag #WorthSaying throughout the night. The makeup giant will highlight some favorites by sharing them on the brand’s social platforms. “We are fueling the powerful words of women everywhere, so their most-worthy conversations reach, affect, and inspire as many other women as possible.” says L’Oréal Paris president Karen Fondu.

We couldn’t be more pleased with this development. Don’t get us wrong here—it’s not that we don’t want to know what dresses stars are wearing or what products they used to get their look. Hello, we’re a beauty site. Makeup is our game. But there is a consistent pattern on red carpets in which, for women, those topics are the only focus of pre-show interviews and post-show round-ups. Meanwhile, men get asked for details on why they pick their roles or how they prepared mentally for a particularly heavy film. And in an industry where inequality of the sexes is still raging (ahem, Hollywood gender pay gap), any small show of sexism we can eliminate adds up. That’s why we’ll continue to ask bigger questions ourselves on the red carpet—in addition to getting the details on their hair and makeup. You can follow us with the tag #WatchWithGlamour all awards-season long, starting tonight with the People’s Choice Awards.

Watch Reese Witherspoon’s Inspiring Glamour Women of the Year 2015 speech:

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