British Vogue Partnered With L’Oreal and McCann to Publish an 80-Page ‘Non-Issue’ on Aging

The project celebrated the relevance of women over 50

The 'Non-Issue' on aging appeared inside the May issue of British Vogue. - Credit by McCann
Headshot of Sara Jerde

Readers of the May edition of British Vogue might have been surprised to find another issue tucked inside. More specifically, the bonus content is a “non-issue” dedicated to the topic of age in the worlds of beauty, fashion and culture.

Created by McCann London and McCann Paris for client L’Oréal Paris, the 80-page “non-issue” is focused on women over the age of 50 and the youth-obsessed culture that can stifle the ways in which they’re appreciated.

The special issue has L’Oréal Paris ambassador Jane Fonda on the cover and an exclusive interview with her. It also features other L’Oréal ambassadors including Helen Mirren, Isabelle Adjani and make-up artist Val Garland.

“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,” Edward Enninful, editor of British Vogue, said in a statement.


Exclusive content for the issue is accessible by QR code that will show viewers how the issue was made. The issue was made available on April 5 on newsstands and is available to be downloaded digitally.

“Ageism remains an often-overlooked form of discrimination; unconsciously accepted by so many in everyday life,” said Charlotte Franceries, beauty team president at McCann Paris. “This is why we felt the world’s leading beauty brand L’Oreal Paris and iconic British Vogue were the perfect platforms to help turn age into a non-issue. It’s time we all awoke from the inertia of everyday ageism.”

CREDITS:

Julien Calot: ECD Beauty Team, McCann Paris
Regan Warner: Creative Director, McCann London
Rob Brown: Executive Creative Director, McCann Worldgroup
Chad Warner: Integrated Creative Director, McCann London
Riccardo Fregoso, ECD, President Creative, McCann Paris
Adrian Botan: Creative President Europe
Charlotte Franceries: Beauty Team President, McCann Paris
Muriel Lapeyre: Directrice Conseil Beauty Team, L’Oréal Paris
Laurence Thomson: Chief Creative Officer, McCann UK and Co-President, McCann London
Rob Doubal: Chief Creative Officer, McCann UK and Co-President, McCann London
Carmen Bistrian: Creative Excellence Manager Europe, McCann Worldgroup
Pierre-Jean Bernard: Head of Social Media, McCann Paris
Muriel Lapeyre: Global Account Director, McCann Paris


@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.
Publish date: April 19, 2019 https://stage.adweek.com/brand-marketing/british-vogue-partnered-with-loreal-and-mccann-to-publish-an-80-page-non-issue-on-aging/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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