"I'm Fine" campaign highlights women's mental health struggles

On World Mental Health Day, Lancôme launched its "I'm Fine" campaign in partnership with the Anxiety and Depression Association of America and Psycom in France. The campaign aims to address the high prevalence of anxiety and depressive disorders among women, with nearly one in three women facing such conditions in their lifetime—twice the rate among men.

Silence surrounding mental health in women

Despite the high prevalence, more than 60 percent of women find it difficult to discuss their mental health. This reluctance is linked to societal expectations, stigma, and the challenges of balancing personal and professional responsibilities. The campaign seeks to break this silence and encourage open dialogue about mental health.

The mental load and its impact

The concept of the "mental load" refers to the constant internal task of managing and organizing daily life. It includes responsibilities such as planning, decision-making, and anticipating needs. Women often carry this load in both personal and professional settings, contributing to stress and mental health challenges. Researcher Nicole Brais describes it as a continuous, invisible burden that affects women's well-being.

Mental load's effect on mental health

A survey conducted as part of the Lancôme campaign found that one-third of women reported experiencing the mental load in the past five years. Nearly 90 percent of these women said it negatively impacted their mental well-being, with 40 percent reporting serious effects. The mental load is said to weigh more heavily on women's mental health than significant life events such as divorce or job loss.

Economic costs of the mental load

Economists have studied the impact of the mental load on relationships and well-being. Research shows that women who work more than their partners report lower happiness and higher stress levels, while men in similar situations do not experience the same effects. The disparity is largely attributed to the unequal division of household tasks, which contributes to women's overall burden.

Solutions and recommendations

Researchers suggest that addressing the mental load requires both practical and cultural changes. Outsourcing household tasks and promoting gender equality in education can help reduce the disproportionate burden on women. These steps aim to improve mental health, professional opportunities, and overall quality of life for women.