# Statement-Making Beauty Ads 'philosophy' Launches a Campaign in Support of Mental Wellness By Mary Van Puymbroeck | Published 2017-05-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/statementmaking-beauty References: [refinery29](http://www.refinery29.com/2017/05/153883/philosophy-hope-and-grace-mental-health-awareness) & [forbes](https://www.forbes.com/sites/rachelhennessey/2014/08/28/beauty-brand-philosophy-supports-mental-health-with-grace/) Cosmetic company 'philosophy' has launched a statement-making beauty campaign that supports mental health initiatives. The idea is that often in Western society, we ask one another about our well-being, but in a superficial way. philosophy has released a heart-felt commercial highlighting the objectives of the campaign. It is is meant to encourage people to dig a little deeper and try to understand each other's mental state. The brand believes that by having a more honest conversation that cuts deeper into how others are feeling, we can better support those living with mental health issues. This statement-making beauty campaign works to go even further. 100% of the proceeds of it's limited-edition 'Amazing Grace Firming Body Lotion' will go to organizations that support the mental health and well-being of women. This is just one of a few examples of companies working to support social good initiatives, while targeting consumers who share its core values. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 12% | Activity: 20% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Social Good Marketing:** Disruptive innovation opportunity: Create campaigns that support social causes and encourage meaningful conversations. - **Mental Wellness Focus:** Disruptive innovation opportunity: Develop products or services that promote mental health and well-being. - **Conscious Consumerism:** Disruptive innovation opportunity: Cater to consumers who prioritize purchasing from brands aligned with their values. ### Who This Affects Most - **Beauty and Personal Care:** Disruptive innovation opportunity: Introduce beauty products that address mental wellness and support related initiatives. - **Marketing and Advertising:** Disruptive innovation opportunity: Offer creative strategies to help brands incorporate social good initiatives into their marketing campaigns. - **Mental Health and Well-being:** Disruptive innovation opportunity: Develop innovative services and technology solutions to support mental health and well-being. ## Related on Trend Hunter - [Mental Health-Focused Brand Initiatives](https://www.trendhunter.com/trends/mental-healthfocused.md) - [Mental Health-Protective Films](https://www.trendhunter.com/trends/cost-of-beauty-a-dove-film.md) - [Emotional Health Cosmetics Initiatives](https://www.trendhunter.com/trends/its-okay-to-be-sensitive.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [Mindful Skincare Programs](https://www.trendhunter.com/trends/tatcha-and-open.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Clean Mindful Cosmetics](https://www.trendhunter.com/trends/sonela.md) - [Impactful Beauty Initiatives](https://www.trendhunter.com/trends/odele-for-good.md)