‘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 everyage.

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.