Revlon x Gurls Talk: Reframing Mental Health Conversations
The three colour cosmetics sets launching as part of the project encourage consumers to use cosmetics as a tool for empowerment. The names of the kits shine a light on key concerns for modern women: body positivity, feminine health and mental wellbeing. For example, The Dare to Love Yourself kit features a Be Your Bae nail polish, Yas Girl lipstick, and Be-U-Ti-Ful eyeshadow putty in bright pink to celebrate self-love.
The collaboration aims to foster a community of women who are ready to speak openly about mental health issues. After wearing the products, users are encouraged to log onto the Gurls Talk network and share their stories on social media. Authenticity and acceptance are also incredibly important brand values for connecting with younger consumers. About 67% of Gen Zers claim that being true to your own beliefs ultimately makes a person cool (Irregular Labs, 2018).
In addition, Revlon x Gurls Talk’s products further tap into inclusive beauty ideals. Each item aims to satisfy consumers’ growing enthusiasm for broader representation within the beauty industry – beyond foundation. In the campaign video, the multiracial brand ambassadors can be seen testing an array of products. For example, a pink eyeshadow putty that suits individuals with cool, neutral and warm undertones is swatched onto various skintones.
The collection launches at a time when discussion around mental health is firmly in the spotlight. Consumers are becoming increasingly proactive about safeguarding their emotional wellbeing via digital platforms such as Manual. Young people’s mental health in particular is an area of growing concern, with 24% of British girls aged 14 suffering from depression (UCL, 2017).