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2020 One Show - Public Relations

The Non-Issue

Agency McCann / London + McCann / Paris + Facebook France / Paris + Craft/McCann / London

Client L'Oréal Paris
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Annual ID

OS_PR20_022B

About the Work

‘The Non-Issue’ was more than a sponsored magazine. It was a media-first: the coming together of two titans of fashion and beauty to produce an unprecedented brand takeover of British Vogue, dedicated to and made by women over-50. It was a celebration of older women in the medium where they feel least visible. It was a manifestation of L’Oréal Paris’s commitment to women’s worth at every age. It was an immersive experience that lived beyond the page in AR-enabled video and social media content exclusives. And it reinvented what editorial content could achieve. The Non-Issue’ received more coverage than Vogue’s most successful September issue starring Rihanna (31) and threw gender-based ageism into the spotlight, inspiring worldwide coverage. On social, ‘The Non-Issue’s’ cover was x3 more visible than the official May cover starring Kate Moss, and attracted 40,000+ new readers to Vogue in just two weeks. With no paid media, it organically reached 3.9M people offline and 19M online, with an overwhelmingly positive brand response: 90% of L’Oréal Paris social mentions during circulation were positive.