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

THE WHAT? HELLO! magazine joined forces with L’Oréal Paris to launch ‘The Ageless Issue,’ a campaign aimed at challenging the role of age in defining women’s stories. In a media first, HELLO! removed all mention of age across its print and digital platforms to highlight achievements and experiences without numerical markers.

THE DETAILS 

• During the week of 17 March, HELLO! excluded any reference to age in its articles, social media posts, newsletters, and meta descriptions.
• A poll of HELLO! readers unanimously supported the idea of removing age from coverage.
• Jo Whiley, a prominent broadcaster and campaigner, headlined the issue as an embodiment of ‘agelessness.’
• The campaign aligned with HELLO!’s earlier “Second Act” initiative, established in 2024, which sought to reframe middle age as a fresh start.
• L’Oréal Paris, which had championed beauty at every life stage since 2014, partnered with HELLO! to address stereotypes tying a woman’s identity to her age.

THE WHY? By spotlighting women’s accomplishments rather than their birthdays, this initiative spoke to a growing consumer group in the cosmetics and personal care industry looking beyond age as a defining characteristic. The campaign underscored the broader shift in media and beauty circles toward inclusive and experience-driven narratives.

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