Campaign Has Highlighted Women's Mental Health Struggles
New research shows more women are masking their mental health struggles, prompting a call for more open conversations.
Updated on Oct. 7, 2026 in Mental Health
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Do you feel comfortable being honest about your mental health when asked how you are doing?
Lancôme has launched a global mental health awareness initiative featuring brand ambassadors including Demi Moore and Zoë Saldaña. The campaign aims to dismantle stigmas following research that suggests an increasing number of women hide their true emotional states.
Why it matters
Understanding why women mask their struggles is critical, as data suggests most find discussing mental health more difficult than sensitive topics like menopause. This initiative seeks to encourage earlier recognition of anxiety and depression to reduce the burden of suffering in silence.
An Ipsos survey found 80% of women say they are fine when they are not, a 4-point rise compared to last year. While the initiative sets a goal to assist three million people by 2030, the effectiveness of digital self-assessments in identifying clinical anxiety or depression remains under study.
The players
Demi Moore
An actress and brand ambassador who shares personal stories to help challenge mental health stigma.
Zoë Saldaña
An actress and brand ambassador participating in the campaign to promote open dialogue about mental well-being.
Anxiety and Depression Association of America
A non-profit organization dedicated to the prevention and treatment of anxiety and depressive disorders.
HealthyWomen
A national independent health organization that provides resources and education to support women's health decisions.
The details
The campaign uses personal narratives from brand ambassadors to counter the pressure to project positivity, a factor 29% of women cited as a reason for hiding their distress. By partnering with the Anxiety and Depression Association of America and HealthyWomen, the program offers online self-assessments. These tools are designed to help individuals recognize early signs of mental health challenges, with 52% of women noting they hide their feelings specifically to avoid burdening others.
Timeline
1949: La Vie Est Belle fragrance was first introduced.
2030: Goal to help three million individuals identify mental health signs.
Health Landscape
This initiative addresses a documented trend where 80% of women report masking their mental health struggles to avoid seeming vulnerable or burdening others. It sits within a broader shift toward integrating corporate mental health advocacy into the standard of care for global consumer health awareness.
If you find yourself masking your feelings to avoid burdening others, this trend highlights the importance of reaching out to a professional. It is worth discussing with your doctor if you feel pressured to project positivity even when you are struggling with anxiety or depressive symptoms.
The takeaway
The normalization of hiding distress is a significant barrier to seeking support, with 38% of women wrongly believing they should cope alone. If you are struggling, prioritize a conversation with a qualified mental health professional to discuss your concerns in a safe environment.
Further reading
Learn more about the complexities of emotional well-being in our Mental Health section.
Live Poll
Do you feel comfortable being honest about your mental health when asked how you are doing?
