Anxiety and depression are problems faced by people all over the world. Currently, 1 in 5 people suffer from anxiety or depression worldwide, affecting more than 284 million people. With the current pandemic caused by the Covid-19 and these numbers are increasing. Maybelline New York, the number one makeup brand in the world, aims to empower anyone anywhere on the planet to feel ready to achieve everything they set out to do. And an indispensable part of achieving this is mental health. For this reason, in September 2020, the brand launched the program globally Maybelline Brave Together to help make anxiety and depression visible and de-stigmatize, provide one-on-one support and help all people who need it.
Over the past two years, Maybelline has supported expert-led research and conducted multiple studies to better understand the issue of mental health, showing that early intervention with adequate resources, and access to personalized assistance, are critical to supporting people. who suffer from anxiety and depression. Since then, she has been working to make various tools available on a platform that is freely accessible to the entire community.
“Maybelline has always believed in the power to make things happen in your life. And we know that mental health is essential to feel prepared to do it ”, says Trisha Ayyagari, Global Brand President, Maybelline New York. “We want to use our global voice to destigmatize the mental health conversation and make support easily accessible. Now, more than ever, we need to be there for those living with anxiety and depression.”
To implement it locally, Maybelline made an alliance with Fundación INECO, a non-profit organization that supports research programs on prevention, detection and treatment of neurological and psychiatric disorders, with whom it developed resource content and advice for mental health care, available on the local website Maybelline.com.ar/bravetogether. In addition, those who need it will be able to access a survey to assess their emotional health, and in the event of showing potential symptoms of anxiety or depression, a 1-on-1 orientation interview will be offered with an INECO professional.
By partnering with leading nonprofit organizations, the program Maybelline Brave Together seeks to make a tangible impact on people struggling with anxiety and depression and to foster a culture that lets those struggling and their loved ones know that they are not alone.
“We are happy to be able to carry out this program in Argentina with the support of Fundación INECO. We are aware of the relevance that this problem has gained, especially during this very particular last year, and we understand that mental health is essential for anyone to feel prepared to achieve everything they set out to do. This is why our commitment begins by transmitting information to learn to identify the symptoms, giving recommendations, containment and follow-up through the online platform ”, add Ángeles Gnecco, Marketing Director of the General Public Products Division of L’Oréal Argentina.
“The unique circumstances created by the COVID-19 pandemic pose serious challenges to the stability of mental health at all ages. Although many people tend to react resiliently to stress, others seem to display emotional anxiety and depression-related symptoms. In a study carried out among 10,053 people surveyed during the first week of the quarantine in Argentina, significant anxious and depressive symptoms were evidenced, since 33% and 23% of the participants reported possible depressive and anxious syndromes, respectively. , and the youngest group (18 to 25 years) showed the highest prevalence of symptoms. Although previous mental health problems predisposed or aggravated the reaction, participants without previous complaints also showed signs of psychological impact. This study highlights the importance of the psychological impact of pandemics. In this sense, and given that the effects of the pandemic are still, and for a while longer, present in Argentina, we believe it is highly relevant to have initiatives such as Maybelline’s.” contributed the Doctor Fabian Triskier, Psychiatrist and psychotherapist, adolescent psychiatrist at INECO.
In pursuit of cultivating a true culture of support for people dealing with anxiety or depression, Maybelline commits to investing $10 million globally over the next five years in mental health organizations around the world that share the goal of marking an actual difference.