THE WHAT? HELLO! journal joined forces with L’Oréal Paris to launch ‘The Ageless Concern,’ a marketing campaign geared toward difficult the position of age in defining ladies’s tales. In a media first, HELLO! eliminated all point out of age throughout its print and digital platforms to focus on achievements and experiences with out numerical markers.
THE DETAILS
- Throughout the week of 17 March, HELLO! excluded any reference to age in its articles, social media posts, newsletters, and meta descriptions.
- A ballot of HELLO! readers unanimously supported the thought of eradicating age from protection.
- Jo Whiley, a distinguished broadcaster and campaigner, headlined the problem as an embodiment of ‘agelessness.’
- The marketing campaign aligned with HELLO!’s earlier “Second Act” initiative, established in 2024, which sought to reframe center age as a recent begin.
- L’Oréal Paris, which had championed magnificence at each life stage since 2014, partnered with HELLO! to deal with stereotypes tying a girl’s id to her age.
THE WHY? By spotlighting ladies’s accomplishments somewhat than their birthdays, this initiative spoke to a rising client group within the cosmetics and private care trade trying past age as a defining attribute. The marketing campaign underscored the broader shift in media and wonder circles towards inclusive and experience-driven narratives.
