NEW YORK: Those in Hollywood looking to broaden the red carpet conversation beyond the inevitable "Who are you wearing?" have a powerful new ally: beauty giant L'Oreal Paris.

The company is promoting use of the hashtag "WorthSaying" on Twitter during Sunday's Golden Globe Awards and will break out the best posts for use in digital advertising.

Kristen Comings, a company vice president, said Tuesday the idea is to urge women everywhere to expand the red carpet chatter beyond pretty dresses.

"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 Julianne Moore, Karlie Kloss, Eva Longoria, Freida Pinto and Liya Kebede are among those who plan to participate.

L'Oreal has been a broadcast sponsor of the Golden Globes for 13 years.

The new hashtag is a play on the company's 40-year-old tagline, "Because You're Worth It."