RoC Skincare, Sarah Jessica Parker team up on new initiative
RoC Skincare is joining forces with Sarah Jessica Parker on a new initiative.
The beauty brand is launching its RoC #LookForwardProject, a campaign focused on celebrating the power of optimism and its scientifically backed impact on long-term health and well-being.
Parker will serve as the voice of the campaign as a way to inspire women to turn their focus on anxiety about aging to joy about living, the brand said.
Anchored by an online resource hub that features new research from the brand, the campaign offers practical insights and advice from a group of subject-matter experts and thought leaders on the proven differences optimism makes on the aging process.
[Read More: RoC Skincare debuts 4 new products]
“When I heard about RoCI’s Look Forward Project and its commitment to supporting women [to] take on an optimistic outlook about the future, I felt compelled to help amplify this important conversation,” Parker said. “So much of our younger lives are spent trying to figure out who we are. As I’ve gotten older, I’ve become much better equipped to problem solve, to appreciate, to hear things that aren’t necessarily pleasant. The time spent living and the experience that comes with it adds up — and thatI’s something to look forward to.”
In addition to working with Parker, RoC Skincare is partnering with Daisy Robinton, who completed a doctorate in human biology and translational medicine at Harvard University, and is known for her research in aging, her work to improve health and well-being, and interest in the connection between optimism and longevity.
The brand worked with Robinton on a study of more than 600 women in the United States and France that focused on finding the underlying feelings women have about aging and how unpacking their perceptions regarding aging could be improved.
Results found that 90% of women feel anxious about getting older and the main driver of this is due to the way they look. Additionally, the study found that age anxiety impacts all age brackets; not just women over 40, and more than half of women between ages 24 to 35 years old believe that society, culture and social media drive this pessimism about getting older, the company said.
[Read More: Beauty Product Spotlight: March 2021]
“When our research revealed that more women are worried about their aging appearance than something as important as being set up financially for the later stages of life, this opened our eyes in a big way,” Robinton said. “If we center the conversation about aging on ‘looking forward’ instead of ‘looking older,’ we can change this sentiment and improve women’s experiences of aging throughout their lifespan. The research clearly demonstrates that optimism has a significant positive impact on health and longevity. Evidence shows that holding an optimistic outlook contributes to a boost in mental well-being, reduced anxiety, less chronic disease and is correlated to significantly longer lifespans to boot.”
Alongside Robinton, Deepika Chopra, who has a doctorate degree in psychology and is known as the Optimism Doctor and founder of Things Are Looking Up, is lending her perspective to provide practical advice to help women practice optimism in day-to-day life via The RoC Look Forward digital hub.
“We are thrilled to have an unrivaled team of professionals supporting our mission to bring the power of optimism to women all over the world. Sarah Jessica Parker has a special connection with women of all ages that stems from her authentic positive attitude about life, and the expertise and unique perspectives of Dr. Robinton, Dr. Chopra and Dr. Henry are integral to our goal of helping women shift their mindset about aging,” said Hillary Hutcheson, CMO of RoC Skincare. “At RoC, we provide clinically proven, dermatologist-recommended skin care products to help women of all ages feel confident and optimistic about both their skin care and their future.”
[Read More: Algenist’s Blue Algae Vitamin C serum aims to improve skin texture]
RoC Skincare also is making a brand promise to continue its commitment to not retouch its images, which include not filtering away lines or wrinkles, and requiring influencer partners to not use skin altering filters or other editing techniques that promote unrealistic beauty standards.
Additionally, the brand is initiating a partnership with the SeekHer Foundation, a nonprofit organization that advocates for women’s mental health and works to challenge societal norms, including those around age, anxiety and unrealistic beauty standards.
RoC also said that it will be offering a limited-edition skin care set curated by Parker that will be available online and donate 100% of its profits for the next month to the SeekHer Foundation.