Rob Doubal
Co Presidents & Chief Creative Officers at McCann London
London, Royaume-Uni
TitreThe Non-Issue
BriefOne fashion magazine has always set the agenda: Vogue. L’Oreal Paris persuaded British Vogue to launch “The Non-Issue”. The magazine was classic Vogue, except its 80 pages were dedicated to women over 50. From actresses Jane Fonda and Helen Mirren to journalist Christiane Amanpour and comedienne Jennifer Saunders; every editorial, fashion shoot and advertisement challenged ageist stereotypes. Because age should be a "non-issue". The Vogue "non-issue" outsold the one featuring Rihanna on the cover.
Campagne The Non-Issue
Annonceur Groupe l’Oréal
Marque L’Oreal & British Vogue
Mise en ligneNovembre 2019
Secteur d'activité Produits de beauté, parfums
Synopsis One magazine has always set that agenda; Vogue. The rule maker.L’oreal Paris persuaded British Vogue to launch “The Non-Issue” in the belief that age should not be an issue.It’s everything you expect from Vogue, only its 80 pages are dedicated to representing women over 50. From Jane Fonda and Helen Mirren, to the acclaimed correspondent Christiane Amanpour and talented comedienne Jennifer Saunders. Every editorial, fashion shoot and every single piece of advertising challenges ageist stereotypes and positively shapes our perception of age.Results:40, 000 new readers in just 2 weeks.90% positive social mentions of L’Oreal Paris.19 Million organic reach.More coverage than Vogue’s most successful September Issue featuring Rihanna.
Problème The fashion and beauty industries remain mostly youth-obsessed. Age discrimination in 2019 is still a problem. Nowhere is this age agenda more apparent than in magazines. It’s little wonder so many women of 50+ feel overlooked and invisible.
Type de média Etude de cas
Directeur de la création
Directeur de création
Directeur de la création
Integrated Creative Director
President / Executive Creative Director
Creative President
Beauty Team President
President & Chief Creative Officer
President & Chief Creative Officer
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Head of Social Media
Global Account Director
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Chief Production Officer
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Directeur associé
Senior Account Manager
Project Director
Directeur artistique
Art Director Assistant
Global Brand President
Directeur Général
General Manager
Creative Strategy
AR/VR Business Development Facebook

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