| Julien Calot |
McCann Paris |
Executive Creative Director Beauty Team |
| Rob Brown |
McCann London |
Executive Creative Director Beauty Team |
| Regan Warner |
McCann London |
Creative Director Beauty Team |
| Riccardo Fregoso |
McCann Paris |
Executive Creative Director, Creative President |
| Charlotte Franceries |
McCann Paris |
Beauty Team President |
| Muriel Lapeyre |
McCann London |
Global Account Director Beauty Team |
| Pierre-Jean Bernard |
McCann Paris |
Head of Social Media |
| Clement Fiorda |
McCann Paris |
Global Planning Director Beauty Team |
| Adrian Botan |
McCann WorldGroup Europe |
Global Executive Creative Director |
| Harjot Singh |
McCann WorldGroup Europe |
Chief Strategy Officer |
| Carmen Bistrian |
McCann WorldGroup Europe |
Creative Excellence Manager Europe |
| Rob Doubal |
McCann London |
Chief Creative Officer, McCann UK, and Co-President |
| Laurence Thomson |
McCann London |
Chief Creative Officer, McCann UK, and Co-President |
| Chad Warner |
McCann London |
Integrated Creative Director |
| Rose Van Orden |
McCann London |
Planning Partner |
| Joy Molan |
McCann London |
Junior Planner |
| Alison Webber |
McCann London |
Managing Partner |
| Beth Kojder |
McCann London |
Senior Account Manager |
| Louise Hawthornthwaite |
McCann London |
Project Director |
| Sergio Lopez |
Craft/McCann |
Chief Production Officer EMEA |
| Serena Moll |
Craft/McCann |
Producer |
| Ben Twiston-Davies |
Craft/McCann |
Director |
| Matt Dollings |
Craft/McCann |
Editor |
| Sabina Dallu |
Craft/McCann |
Editor |
| Adrien Simmonet |
McCann Paris |
Art Director Beauty Team |
| Valentin Crespo |
McCann Paris |
Assistant Art Director Beauty Team |
| Gina Winsky |
McCann Paris |
Copywriter Beauty Team |
| Dylan Decremp |
McCann |
Assistant Art Director Beauty Team |
| Pierre-Emmanuel Angeloglou |
L’Oréal Paris |
Global Brand President |
| Adrien Koskas |
L’Oréal Paris |
Managing Director UK & Ireland |
| Karen Jones |
L’Oréal Paris |
General Manager UK & Ireland |
| Ginevra Capece Galeota |
Facebook |
Creative Strategist – Global Accounts |
| Christopher Price |
Facebook |
AR/VR Business Development |
‘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.
To strengthen L’Oréal Paris’s connection with women, we needed to demonstrate extraordinary understanding of her needs and desires. Because L’Oréal wants to help women feel their best, whatever their age, our start point was a significant proprietorial global research study on ‘ageing’.
It revealed two big truths. 1) Ageing isn’t just for the old. 2) Living isn’t just for the young. We met pensioners taking gap years and 70-year-olds exploring casual dating. Most surprisingly, we discovered that those in their 30s worry most about ageing. Seemingly in their prime, they ‘feel old’ more than those over-50.
The explanation? Fashion and beauty massively under-represent older women. This sends a message to all women that growing older means becoming irrelevant. No wonder young women are preoccupied by a ‘sell by date’.
A client and agency creative workshop hit upon the idea of making an age-positive statement that was impossible to ignore.s