L'Oréal The Vogue Non-Issue by Chad Warner - Award-Winning Creative Director & Sustainability Entrepreneur

PROJECT OVERVIEW

Making ageism a 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.

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".

CASE STUDY FILM

THE WORK

A 360° PR attack against ageism

“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.

The 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.

‍

The incredible Jane Fonda talks directly about ageism, activism and that the older a Woman gets, the smarter, sexier and more alive she feels.

Helen Mirren speaks to the power of make-up not to hide yourself, but find different versions so that you can continue to explore your character and beauty – irregardless of your age.

4 women that have turned their troubles to triumphs in business and life because of their age.

Belinda Gray and Angelique Miles influence breast cancer and personal fitness to for 50+ women.

It wouldn't be Vogue without the fashion so we had Holly Roberts curate classics on women with classic style

And of course, every ad in the issue featured only 50+ models I their ads – no matter the brand.

‍

Social

“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.

L'ORÉAL & VOGUE

The Vogue Non-Issue

PROJECT OVERVIEW

Making ageism a non-issue

Challenge

Solution

CASE STUDY FILM

THE WORK

A 360° PR attack against ageism

The Issue

Social

Xbox

Survival Billboard

Lexus

Slide hoverboard

Talk Talk

X-Factor Mix-Off

Mastercard

Listening Room

Wimbledon

In Pursuit of Greatness

Lexus

Steps

United Airlines

Get back to America

Samsung

The Hope Relay

Lexus

Million Mile Test-Drive

Argos

Gifts for Santa Live

Samsung

The Art of SUHD

Fancy a chat?