In a media first, HELLO! is removing all mention of age in its print and digital articles, published and updated w/c 17 March, making age an irrelevant statistic. It follows an audience poll that unanimously voted to remove age. The age ‘blackout’ extends through social, newsletter, and meta descriptions, with a comprehensive cross-channel elimination of numbers.

Additionally, HELLO! features Jo Whiley as The Ageless Issue cover star, a woman who exemplifies agelessness. A broadcaster and campaigner who is defined by her experience, passion, knowledge and expression far more than her years, Whiley is interviewed across print, digital and social.

As a brand dedicated to supporting of women at every stage of their lives, HELLO! is using its experience in its with purpose Second Act content pillar, HELLO!’s foundational campaign launched in 2024. Second Act was designed to reframe middle age as the start of a new beginning rather than the beginning of an end.

The Ageless Issue campaign, designed in partnership with L’Oréal Paris team, highlights the frequency that women are defined by their age.

HELLO!’s Editor, Jessica Callan, said: “We might not live in an ageless society but at HELLO! we celebrate women’s achievements regardless of their life stage – and we always reject the stereotypes of age. We are so proud to work with L’Oréal who are the perfect partner to help us shine a light on the women we cover and their inspiring stories, without even bringing age into it.”

L’Oréal Paris’ Amelie Fortier-Cyr, UK&I General Manager, added: “L’Oréal Paris skincare has championed the celebration of beauty at every stage of life since 2014. We believe true beauty transcends age, focusing on the unique qualities and experiences that shape each individual. We are thrilled to partner with HELLO! on The Ageless Issue, highlighting women whose stories and accomplishments speak volumes, going beyond any numerical definition.”

McCann London’s, Rob Brown, Global Executive Creative Director, commented: ‘The ambition between the partnership of L’Oréal Paris and HELLO! Magazine was to go beyond an advertising takeover. By asking the HELLO! readership to vote to keep or remove age from the editorial, begins to infiltrate culture, and questions ingrained behaviours in journalism and our own unconscious bias towards age.’