The Golden EditionChallenge: How can Polident encourage denture wearers to embrace their beauty and challenge society’s perceptions about them?

Insight: Our seniors have paved the way for us. Yet somehow society tends to forget the elderly, seeing them as more of an obligation or burden, rather than as shining examples of strength that can only come with experience, gems of wisdom that comes with time, and timeless beauty that comes with confidence.

Pivotal idea: To a large extent, media has always portrayed a one-sided view of beauty. Polident used this very same platform to not only flip the script on people’s definition of beauty, but to celebrate it with the first magazine issue for seniors.

In October, Seniors’ Month, Polident partnered with leading fashion magazine and trendsetter, Elle, to celebrate senior citizens by taking over the publication entirely.

From the front cover model and the people behind the magazine: writers, art directors, photographers and models, to the content – everything in the magazine was created by seniors, for seniors.

Results: Increased brand exposure for Polident and denture awareness with Elle magazine’s total reach of 26 million people, resulting in a 10% increase in Polident sales. Launched the world’s first senior’s magazine edition.