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L’Oreal makes branded content push with British Vogue and McCann partnership

L’Oreal Paris has partnered British Vogue and McCann to launch the first-ever The Non-Issue publication to send a strong message that ageing should not be an issue.

Spanning 80 pages long, it is jointly created by McCann London and McCann Paris. The Non-Issue, which will be included within the May edition of British Vogue, will feature the lives and perspectives of inspirational women over the age of 50. They include L’Oréal Paris ambassadors such as Helen Mirren, Isabelle Adjani and global celebrated make-up artist Val Garland. The special edition will also feature actress and L’Oréal Paris ambassador Jane Fonda on the cover alongside an exclusive interview.

Additionally, The Non-Issue will have a QR code for readers to access exclusive behind-the-scenes content via Facebook Messenger.

According to global brand president of L’Oréal Paris Pierre-Emmanuel Angeloglou, the collaboration is the first of its kind and it seeks to be a first step in a global movement to “normalise the subject of ageing”. In an announcement on Interpublic Group’s website, the parent company of McCann added that the move is in direct response “to women over 50 remaining conspicuous by their absence in the beauty and fashion industries and the wider media landscape.”

Beauty team president at McCann Paris, Charlotte Franceries said, “Ageism remains an often-overlooked form of discrimination; unconsciously accepted by so many in everyday life. This is why we felt the world’s leading beauty brand L’Oreal Paris and iconic British Vogue were the perfect platforms to help turn age into a non-issue. It’s time we all awoke from the inertia of everyday ageism.”

This is not the first time L’Oréal Paris has worked with McCann to champion and celebrate female empowerment. Earlier this month, L’Oréal Paris rolled out a series of print ads directed at men after conducting a joint research with McCann Germany on women in leadership. In the research report, findings showed how hiring women for leadership roles are “worth it”. These findings were artistically incorporated into infographics that used L’Oréal products as the key visual.

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