L'Oréal Paris: The Non-Issue

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

Campaign details

Brand: L'Oréal ParisBrand owner: L’Oréal GroupAgencies: McCann London, McCann ParisMarket: United KingdomIndustries: Skincare, sun protection, Cosmetics, beauty aidsMedia channels: Content marketing, Magazines - consumer, Social mediaBudget: 500k - 1 million

Executive summary

Representation is powerful. When you don't see yourself reflected in culture, it can make you feel invisible. This is often the case for women over 50, who are underrepresented in the public eye.

L'Oréal Paris has always believed every woman is 'worth it', at every age. It is one of very few mass...

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