How L’Oréal is making mental health resources more accessible
Recent years have seen revolutionary advances in public recognition of the need to prioritize mental health. A year or more spent at home under covid-19 protocols has served as a catalyst for conversation, with many people working on depression and anxiety by sharing their experiences on social media or, at least, with a therapist from the speech.
Conversations about mental health go hand in hand with the concept of “self-care”. Anything you do for your own well-being is considered self-care. According to the ads, personal care looks like luxurious bubble baths, sheet masks and scented candles. And it can look like these things – in addition to nurturing your own emotional well-being.
Pampering is so often a way to wind down, unwind, and take a long break to invest in your own joy. And thanks to the contribution of beauty influencers and lifestyle brands, there is a strong associative link between the beauty industry and all the mental health benefits that come with self-care activities.
This week, L’Oréal, owned by (LRLCY) Cosmetics brand Maybelline has decided to flip the script on the link between self-care and mental health. Through its Brave Together initiative, the company has partnered with mental health professionals, as well as already established resources, to destigmatize anxiety and depression and raise awareness of the importance of mental health.
Maybelline NY brings “Brave Talk” to the next generation
According to Maybelline’s Global Brand President, Trisha Ayyagari, the company “has always believed in the power of making things happen in your life, and we know mental health is key to feeling ready to do so.” We want to use our brand’s global reach to fuel this conversation and make support easily accessible. »
Now Brave Together wants to bring its mission to colleges across the United States. To do this, he partners with The Jed Foundation, a non-profit organization that promotes emotional well-being and suicide prevention among young adults. After losing their son to suicide in 1998, founders Phil and Donna Satow created the Jed Foundation to serve as a model for how schools, children and parents could talk about mental health.
Together, the two organizations are launching Brave Talk, a training program aimed at equipping students with tools to support those around them who may be struggling with mental health issues. Participants will discover the signs that a friend may be struggling and learn how to connect them to skilled care.
The program will begin at New York University later this month. Maybelline plans to expand the Brave Talk training to other institutions in the region, and eventually across the country.
Beauty companies supporting mental health
Maybelline’s mental health initiatives are rare, but not unheard of. Other companies are also using the connection between beauty and wellness to start proactive conversations about mental health.
Coty Inc. (COTY) owns Philosophy, a skincare company that founded the Hope & Grace Foundation, a program that provides grants to pay for mental health services for women and their families. Unilever APIs (UL) Soap brand Dove has also made progress with the Self-Esteem Project, which brings self-esteem education to parents, teachers and youth workers.