Challenging the words we use to hide how we feel
Launched in October 2026, the initiative focuses on a familiar expression: “I’m fine.” According to a 2026 Ipsos study commissioned by Lancôme, 80% of women surveyed said they had used these words when they were not actually feeling fine. The study also found that 72% regretted hiding their true feelings.
These findings highlight the gap that can exist between how people present themselves and how they are feeling. The campaign seeks to encourage more honest conversations and make it easier to express emotional difficulties.
Raising awareness through accessible tools
Lancôme is working with the Anxiety and Depression Association of America (ADAA) and other nonprofit organisations to support the initiative. It also provides access to self-assessment tools based on the PHQ-8 and GAD-7 questionnaires.
These tools can help users reflect on symptoms associated with depression and anxiety. They are not diagnostic instruments and cannot replace an assessment by a qualified healthcare professional.
A campaign designed to expand internationally
The initiative began rolling out in the United States, Mexico and Europe in October 2026, with further expansion planned for March 2027 in North Asia, Canada, Germany, the United Arab Emirates and Australia.
By bringing women’s mental health into the conversation, Lancôme seeks to use its international reach to encourage greater awareness and openness around a subject that is still often difficult to discuss.
Source : Lancôme press release, via PR Newswire, WWD (via Yahoo)
