HELLO! & L’Oréal Paris Launch‘The Ageless Problem’

THE WHAT? HELLO! journal joined forces with L’Oréal Paris to launch ‘The Ageless Problem,’ a marketing campaign geared toward difficult the function of age in defining girls’s tales. In a media first, HELLO! eliminated all point out of age throughout its print and digital platforms to spotlight 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 concept of eradicating age from protection.
• Jo Whiley, a outstanding broadcaster and campaigner, headlined the difficulty 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 contemporary 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 identification to her age.

THE WHY? By spotlighting girls’s accomplishments relatively than their birthdays, this initiative spoke to a rising shopper 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.