Maybelline’s new campaign is a refreshing take on mental health

Maybelline New York ‘Reconnect With You’
(Image credit: Maybelline New York/Nice and Serious)

Cosmetics brand Maybelline New York has unveiled a powerful new campaign to mark today's World Mental Health Day. Empowering young people to take back control of their mental health, the striking film is a poignant reflection of social media's positive and negative effects on Gen Z, spotlighting a safe space to switch off from the online world.

When we think of the best adverts of all time, our minds often revert to loud visuals and grabby commentary, yet Maybelline's latest campaign shines in its reservedness. Made in close collaboration with its target audience, the film's candid approach is a refreshingly down-to-earth take on the (oftentimes) chaotic world of Gen Z social media.

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

Natalie Fear
Staff Writer

Natalie Fear is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. Natalie also runs Creative Bloq’s Day in the Life series, spotlighting diverse talent across the creative industries. Outside of work, she loves all things literature and music (although she’s partial to a spot of TikTok brain rot). 

Latest in Advertising
McDonald's adverts showing breakfast items and no longer on billboards
McDonald's reminds us who started the no-logo trend with new campaign
Stills from an Aston Martin CGI advert made in Unreal Engine
Aston Martin's Unreal Engine CGI car adverts look incredibly real
A billboard advert at GDC 2025 for Revenge of Savage Planet
Savage GDC 2025 billboard ad is revenge for Google Stadia layoffs
Selection of Guinness ads throughout the ages
The best Guinness adverts of all time – from the toucan to a singing pint
Audi EV billboard adverts
Ingenious Audi billboards soar above the chaos in EV branding
Trump stood in front of a red Tesla next to Elon Musk
Trump and Elon’s White House ad proves Tesla is getting desperate
Latest in News
Surface Pro 11 deal
Can't decide between a laptop or a tablet? $450 off a Surface Pro 11 could be the answer
WWDC 2025 logo
The WWDC 2025 logo gives me hope for the future of Apple design
Bambu Lab H2D
Redditors express concern over new Bambu Lab H2D Laser 3D printer
Photo of Bill Gates
Bill Gates says only 3 jobs will be safe from AI (and it's bad news for creatives)
MacBook deals
I'd pick these 2 MacBook deals over all others today – save up to $1000
Krisp - AI accent convertor
New AI tech can change your accent (but only to North American)