The initiative will first be introduced this month in the U.S., Canada, Mexico and Europe.

PARIS — Lancôme is launching a worldwide program, called “I’m Fine,” to raise awareness about women’s mental health, starting this month.

About one in three women is expected to face an anxiety or depressive disorder in their lifetimes. This is twice as many as for men.

Since often women feel that they are unable to speak out, Lancôme is launching the initiative with the leading nonprofit mental health organization — Anxiety and Depression Association of America, or ADAA — to empower them to check on their mental well-being and recognize early stages of anxiety and depression.

“We started with a very simple question: ‘How are you?’” explained Vania Lacascade, Lancôme global president.

The program’s name reflects a key finding in a recent study the L’Oréal-owned beauty brand undertook with market research company Ipsos.

“Our Ipsos study found that 80 percent of women have already said ‘I’m fine’ even when they are not,” Lacascade said. “Seventy-two percent of them regret the fact that they were hiding how they really felt at that time.

“Many women continue to work, they take care of their family, support people around them, but are still going through difficult moments,” Lacascade said. “We are talking here about our mothers, sisters, friends — and sometimes ourselves.”

The survey, which was carried out across five countries in 2025 and 2026, also showed that more than 60 percent of women find it difficult to speak openly about their mental well-being.

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