In honor of the start of Mental Health Awareness Month, makeup brand Maybelline has partnered with Pinterest to launch a behavioral health campaign to empower young people.
Maybelline Courageous together This effort aims to help young people find unique and creative ways to manage their mental health.
The campaign was informed in part by a report released earlier this year by Pinterest, which examined trending searches on the social media platform to determine which mental health topics are particularly important to Gen Z and millennial users.
The report says that some talk therapy alternatives — from journaling to music therapy — are on the rise among this cohort.
Additionally, the study found that searches related to writing therapy (like journaling) increased by 1,840%, while expressive art therapy activities increased by 120%. . Meanwhile, music therapy, journal prompt therapy, and art journal therapy are all research that has also seen an increase.
The report concludes that as mental health becomes more prominent in the national conversation, more people – driven by the openness of younger generations – are seeking behavioral services beyond simple talk therapy .
“Maybelline has always believed in the power to make things happen in your life. » Trisha Ayyagari, global brand president of Maybelline New York, said in a statement. “We know that mental health is essential to feeling ready to do this. As part of our Brave Together initiative, we’re excited to partner with Pinterest to highlight the different ways younger audiences are finding healthy and creative ways to manage anxiety and depression.
The partnership also introduces a Creator Editorial Spotlight on Pinterest, featuring the content creator Isabelle Dias, who has more than 70,000 subscribers and nearly two million monthly views on his profile. In this aspect of the partnership, Dias will discuss issues such as emotional well-being on the platform.
“I’m proud to work with Pinterest and Maybelline to inspire others with simple self-improvement tips, from wellness ideas that fit our busy schedules to personal development tips for women,” said Dias in a press release.
Pinterest is rolling out the initiative with Maybelline as social media platforms face increased scrutiny over their links to rising rates of anxiety and depression among young people.
In January, US Surgeon General Dr. Vivek Murthy said that 13-year-olds were too young to use social media, given its harmful effects on mental health.
Studies have also shown that people are looking to reduce their time on Instagram to preserve their mental health. In response to external criticism, TikTok recently implemented a default time limit for children under 18, to help young people move away from time spent in front of a screen.
Even Pinterest referenced “doomscrolling” in an ad campaign last fall which aimed to combat the negative effects of social media on mental health.
Yet Pinterest’s latest campaign and partnership with Maybelline are part of the company’s efforts to transform its platform into a “safe space” for mental health.
In research conducted with the Greater Good Science Center at UC Berkeley, Pinterest claimed that daily interactions with “inspirational content” were actually beneficial for Gen Z students to prevent burnout and stress. In short, adapting certain social media feeds to focus on creative outlets or inspiration can help counteract its more negative effects.
