Maybe Lean (Maybelline) on each other
“Perhaps a bold lip color represents how powerful your words and thoughts can be. Or maybe concealer is less about concealing oneself, and more about being mindful that some people will see all of you, and others might not.”
-Temimah Zucker (Eating disorder therapist and Body image expert)
When you think of make-up, you rarely think of it as being associated with mental health. However new studies are showing that make-up can actually have a positive effect on self-esteem, anxiety, and general mental well-being. Many young individuals use make-up to express themselves and it contributes to their understanding of gender constructs and their own identity.
Why Maybelline?
Maybelline is a company synonymous with beauty. They are one of the most renowned companies for make-up and cosmetics. The idea behind their message is ‘so whatever the world throws at you, you’ll look and feel ready.’ They recognize the power of make-up and use it to promote their message of empowerment to women.
Their new slogan of ‘make it happen’ as seen in the commercial above espouses the same message of empowerment and urges women to find their voice. They ask women to Be Bold and Be Brave and overcome their insecurities, this lays the foundation for their next campaign which focuses solely on mental health.
Brave Together Campaign
“As someone who has lived with depression, building this program for Maybelline took on more meaning for me and it was important to provide resources that would truly make a difference for those who need it most.”
- Kristen Tully, AVP Global Brand Communications, Maybelline New York
Brave together is a global initiative launched by Maybelline to provide support and resources to anyone experiencing depression and anxiety. They’ve partnered with several Non Profits (Crisis Text Line, Nami, and JED) as well as mental health experts to create the necessary tools to help navigate everything from spotting the signs to how to practice self care to exploring resources. The hope is to remove the stigma that accompanies mental health. Furthermore, they set an example, by internalizing these policies within the company. They are educating their employees on mental health and the International Maybelline team was even fully trained in Mental Health in 2021.
Maybelline is effectively putting their money where their mouth is and have committed to investing $10M over the next five years to mental health organizations worldwide that share their goal of making a real difference. They are launching an online educational website to offer people around the world access to an online community featuring real-world inspiration and stories from people on their own mental health journey, as well as mental health experts, tips, and resources.
A campaign like Brave Together is especially relevant in the post pandemic world as rates of depression and anxiety are spiking among the youth. According to the World Health Organization, “mental anxiety brought on by COVID-19 has been identified in nearly 90% of young people; more than 1 billion students in almost every country have been impacted by school closures; and 1 in 6 young people worldwide have lost their jobs during the pandemic.”
On World Mental health day, the Raise your hand campaign was launched by Maybelline. Students were asked to close their eyes and asked the question, “do you ever feel alone?” When they opened their eyes, everyone had their hands raised. This was done to drive home that no one is ever alone in feeling the way they are.
Having struggled with depression and anxiety for most of my life, this campaign has personal significance for me. Sharing this post is also about ensuring the resources offered by Maybelline may be utilized by those who most need them.
How you can help?
- Visit the Maybelline site on Brave together and share the resources offered.
- Make yourself aware of the symptoms or signs of disorders like depression and anxiety and ensure you check on friends and family exhibiting them.
- In cases where you feel the need for professional intervention, ensure your loved one has access to a licensed therapist or psychiatrist.
- Maybelline is accepting donations to fund their campaign and also runs competitions where entries correspond with a donation of 1 $ per entry.
- Lastly, make sure you practice self-care and are in the right space to help a loved one.
