Maybelline is dedicating itself to mental health awareness through several new initiatives—including a new Pinterest feature. Since 2020, the brand’s Brave Together mission has been working to donate $10M “to various domestic and global NGOs, as well as support 1[M] mental health conversations from 2020-2025.” This month, Maybelline is making use of Pinterest’s new Creator Editorial Spotlight feature where users can access the brand’s Brave Together content via the search bar and visit the Express Yourself section where Maybelline content appears. The brand tapped Pinterest content creator Isabelle Dias to create three pieces of content, highlighting “self-improvement, wellness and self-care in her Pinterest work.” Maybelline also tapped four other creators to create 15-second video content on the editorial spotlight where they include the Crisis Text Line for mental health crises. YPulse’s Mental Health report data shows 82% of young consumers agree: “I wish more brands would support mental health initiatives as part of their social good efforts.” (Glossy)
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