Maybelline New York has launched Brave Talk, a free scheme designed to support the mental health of US college students.
The 90-minute scenario-based training will be delivered by college staff to educate students on spotting the signs of someone who is struggling.
Brave Talk builds on the L'Oréal-owned beauty brand’s Brave Together programme, which launched in 2020.
Jed Foundation (JED), a non-profit that helps to prevent suicide for teens and young adults in America, worked with Maybelline to create the programme.
A pilot will be trialled at New York University, followed by the S Jay Levy Fellowship for Future Leaders at The City College of New York and Queens College.
It will then be rolled out internally for Maybelline NY and L'Oreal Group employees, with an international version of the Brave Talk programme set to launch in 2023.
Research by Healthy Minds Network in 2020 found that first-year college students (54%) felt anxious starting college and 60% don't turn to professionals for help.
"At Maybelline we believe that mental health is health, but we know that when people are struggling, they turn to those they trust first,” said Trisha Ayyagari, Global Brand President, Maybelline New York Worldwide.
“We created a programme that would put 1:1 support for mental health into everyone's hands.
“With Brave Talk, we believe more people will feel heard, supported, and aware of the resources available to them.”
Brave Talk builds on the L'Oréal-owned beauty brand’s Brave Together programme, which launched in 2020.
The scheme aimed to destigmatise anxiety and depression worldwide and make one-to-one support accessible to all.
Maybelline also committed to donate US$10m over the next five years to global and local organisations at the time.
"JED knows that creating a culture of caring around young adults is protective for their mental health,” added JED CEO John MacPhee.
“Brave Talk will open up much-needed conversations about mental health on college campuses while encouraging students to not only look after their own emotional wellbeing, but also look out for one another.
"Making these types of resources available to college students is more important than ever, and we are proud to continue our partnership with Maybelline, and thankful for their commitment to breaking down barriers in mental health care access."
