L'ORÉAL / VOGUE: The Non-Issue
We published an issue of Vogue created by and dedicated to women over 50 with the aim to solidify that age should no longer be an issue in culture. It racked up a couple Lions and 20+ shiny things.
CHALLENGE
The fashion media is arguably the worst offender of gender-based ageism, with few 50+ women gracing the covers of fashion magazines. By not celebrating older women, fashion contributes to a culture where older women feel ignored, irrelevant and undervalued.
SOLUTION
L’Oréal believes every woman is worth it, at every age. We wanted to disrupt negative attitudes towards ageing by addressing the issue at source; creating a fashion and beauty universe of women 50+ with fashion’s most powerful influencer, Vogue. And we did it by creating a completely separate issue called, "The Non-Issue".
LAUNCH
“The Non-Issue” launched via influencer social activity, starting from 3rd April 2019. Edward Enninful and shared the age-positive statement and Jane Fonda cover shot with his 945k followers around the world; soon Naomi Campbell followed, posting her Mum’s photograph from the publication. It hit shelves across the UK on 5th April as a supplement to the May 2019 issue.
An entire issue of Vogue – with no issue number (never-done-before) – was packed with 80 pages of 50+ women setting the record straight and changing perceptions about everything from menopause, to owning age, to fashion, and everything else you'd expect from Vogue.
AWARDS
CANNES LIONS
1 Gold, 1 Silver, 7 shortlists
- GOLD: Print & Publishing: Commercial Publications
- SILVER: Media: Use of Print / Outdoor
SHORTLIST
- Glass
- Titanium
- Creative Strategy: FMCG
- Media: Use of Brand of Product Integration into a Programme or Platform
- Media: Social Behaviour & Cultural Insight
- PR: Social Behaviour & Cultural Insight
- Brand Exp: Social Behaviour & Cultural Insight
CLIO
1 Gold, 1 Silver
- GOLD for Fashion & Beauty
- SILVER for Branded Content – Print
LIA
- GRAND: Print: Cosmetics / Toiletries / Pharmaceuticals
- GOLD: Print: Cosmetics / Toiletries / Pharmaceuticals
- SILVER: Design: Branded Content
SHORTLIST
- Print: Cosmetics / Toiletries / Pharmaceuticals
- The New: Native Advertising
- Design: Branded Content
- NEW: Integration: B2C
EPICA
L’Oreal Paris The Non-Issue - x2 Golds
- Gold - Luxury and Premium Brands
- Gold – Media Innovation / Traditional Media
Eurobest
- Gold in glass
One show
- Bronze: Public relations
- Shortlist: Print
Webby
- Advertising, Media & PR
- Fashion, Beauty & Lifestyle 2020
WARC
- Bronze
Creative Circle
- GOLD: Best PR lead idea
Cresta
GOLD: BRAND PURPOSE
Project Tags
Companies
McCann London
- Advertising
L'Oréal
- Hair, Beauty & Cosmetics
Vogue
- Publishing