#WorthSaying Campaign Kicks off at Golden Globes 2016, Hopes to Overtake #WhoAreYouWearing

"Who are you wearing?" That question will likely be asked dozens of times this Sunday, as the Golden Globes start off the first of the big awards shows of the season. However, if one major beauty company has its way, conversations that are #WorthSaying will be trending instead.

The question "who are you wearing ?" has been synonymous with red carpet events and awards shows since at least 1995, when Joan Rivers reportedly coined the question. In 2014, The Representation Project coined the hashtag #AskHerMore to encourage the media to stop focusing so much on what the celebs look like, and focus on more intelligent questions. Now, beauty giant L'Oreal Paris is promoting use of the hashtag #WorthSaying, starting with this Sunday's Golden Globes.

L'Oreal plans to promote the hashtag on Twitter, and break out the greatest posts for use in digital advertising. In a statement to the Associated Press, company vice president Kristen Comings says the idea of the campaign is to create greater dialogue everywhere that goes beyond pretty clothes.

"We really wanted to be part of that conversation," she said. "It's really about engaging beyond beauty and fashion to more substantive questions on the red carpet. These are amazing women who should be known for more than just a beautiful face. Many of the actresses become frustrated by those conversations."

Brand ambassadors and major stars Julianne Moore, Karlie Kloss, Eva Longoria, Freida Pinto and Liya Kebede are planning to participate in the campaign.

Last year, Academy Award winner Reese Witherspoon championed the effort on her Instagram before the Oscars. At the time, the actress told Robin Roberts, "This is a movement to say we're more than just our dresses. There are 44 nominees this year that are women and we are so happy to be here and talk about the work that we've done. It's hard being a woman in Hollywood, or any industry."