Skin care brand Philosophy is urging consumers to engage in conversations about mental health as part of its latest campaign.
The Coty-owned brand launched the Hope & Grace Initiative this month to support women’s mental health and the new How are you, Really? campaign was released has subsequently been released.
The media push features a digital campaign and a television public service announcement which encourages women to ask the question and shun the stigma surrounding mental health.
“This campaign defines the Hope & Grace Initiative’s mental health-related purpose,” said Marie-Pierre Stark-Flora, Global SVP of Philosophy and Hope & Grace Fund Advisory Board member.
“We all have mental health, whether a diagnosed mental illness or a moment in your life, so asking ‘how are you, really?’ creates a platform to open up about how we’re really doing – what we’re really feeling.
“Speaking freely is ultimately the first step in healing. The Hope & Grace Initiative is just helping facilitate the conversation to get there.”
In addition to the campaign, the brand has launched Amazing Grace Firming Body Emulsion ($37).
All net proceeds from the sale of the limited-edition item will be donated to the Hope & Grace fund.
Philosophy’s Hope & Grace Initiative has donated $2.4m to 38 US mental health organisations since 2014.