When you look at fashion and beauty media coverage, you notice an unwavering trend: Youth. While 40% of Women are over 50, only 15% are represented in the media. No wonder these women feel invisible. Age discrimination is a serious issue across all media industries. So, L’Oreal Paris created The Non-Issue: an 80-page print campaign in the form of an actual Vogue that makes age a “Non-Issue.” It’s everything you’d expect from Vogue, and all the content was made by and dedicated to women over 50. All the models and contributors are over 50.

The articles, fashion shoots and features all treat aging as a normal aspect of everyday life, making the topic relevant for every age group of readers. The content ranges from career stories to personal anecdotes to advice about menopause. And, of course, the Cover. In April, 220,000 copies hit the newsstands. Page by page, the message spread across the world, putting women over 50 back in the spotlight. In less than one month, the Non-Issue had reached greater coverage than Vogue’s most successful September fashion issue.

Credits
Advertising Agency: McCann Paris
Campaign: The Non-Issue
Client: L’Oréal Paris

This campaign is about:
Cannes Lions, Digital Campaign, Print, Print Advertising, Magazine