L'Oreal Paris and British Vogue smash preconceptions about ageing with new McCann campaign "The Non-Issue"

L'Oreal Paris and British Vogue smash preconceptions about ageing with new McCann campaign "The Non-Issue"

Apr. 05, 2019

In response to a youth obsessed culture, where women over 50 still feel increasingly invisible, L’Oreal Paris and British Vogue have partnered to launch “The Non-Issue” issue – a publication first, jointly-created by McCann London and McCann Paris to ensure that age should no longer be an issue.

“The Non-Issue” issue, which will be included within the May edition of British Vogue is in direct response to women over 50 remaining conspicuous by their absence in the beauty and fashion industries, and the wider media landscape.

 “The Non-Issue” issue features the iconic actress and L’Oréal Paris ambassador Jane Fonda on the cover alongside an exclusive interview. The special edition from the editors of British Vogue includes world-class editorial, fashion and beauty content, featuring the lives and perspectives of inspirational and trail-blazing women, all over the age of 50. Other L’Oréal Paris ambassadors featured within “The Non-Issue” include Helen Mirren, Isabelle Adjani and global celebrated make-up artist Val Garland, amongst others. 

The special edition also features a global first QR code, for readers to access via Facebook Messenger exclusive behind the scenes content including the “The Making of the Non-Issue”.

Edward Enninful, Editor of British Vogue stated:

“I am pleased to feature Jane Fonda on the cover of this special edition “Non-Issue” issue with L’Oréal alongside our May issue cover star, Kate Moss. British Vogue has never been solely about a person's ethnicity or gender. Age discrimination exists and this issue is dedicated to all the women who feel left behind by the beauty and fashion industries because of their age. Now is our moment to challenge the industry, together.”


Pierre-Emmanuel Angeloglou, Global Brand President of L’Oréal Paris commented:

“As a brand which has always championed and celebrated female empowerment at every age, it felt appropriate for us to join forces with one of the world’s most iconic fashion and beauty publications, British Vogue, in the shared belief that age is a “Non-Issue”. This collaboration is the first of its kind and hopefully a first step in a global movement that helps us to normalise the subject of ageing.”    


Vanessa Kingori, Publishing Director of British Vogue added:

“Diversity is at the heart of everything we do at British Vogue and an important element of this is age. It has been a delight to partner with L’Oréal Paris on such an important initiative that will challenge stereotypes and positively shape societal perceptions of age, encouraging a future where we look forward to the many benefits that come with growing older.”


Charlotte Franceries, Beauty Team President at McCann Paris said:

“Ageism remains an often-overlooked form of discrimination; unconsciously accepted by so many. It felt appropriate for the world’s leading beauty brand, L’Oréal Paris, with the world’s most iconic fashion publication, British Vogue, to address this shared belief that age is a non-issue. This collaboration is the first of its kind and hopefully the first step in a movement that helps us to awaken from the inertia of everyday ageism.” 


The May issue of British Vogue featuring the “Non-Issue” issue in partnership with L’Oréal is available via digital download and newsstands on Friday 5th April 2019.

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