How many times do we say 'I'm fine' and do we really mean it? Lancôme presents 'I'm Fine', to address issues related to female anxiety and depression
On October 8, 2026, Lancôme presented the international program I'm Fine, developed in collaboration with the non-profit ADAA (Anxiety and Depression Association of America) and with the support of Ipsos and the WHO, to address issues related to female anxiety and depression. The initiative was created to support women's psychological well-being through awareness-raising and access to early diagnosis tools.
Data on female distress: the Lancôme and Ipsos study
Data released by ADAA indicate that about 1 in 3 women (twice as many as men) face anxiety or depression in their lifetime. An international survey conducted by Lancôme together with Ipsos between 2025 and 2026 in 5 countries highlighted the following percentages relating to the expression “I'm fine” and the management of mental well-being:
- 80% of women: admit to saying 'I'm fine' even when it doesn't match the truth (4% compared to 2025).
- 72% of women: say they regret hiding their real feelings.
- More than 60% of women: find it difficult to talk about their mental health. A higher percentage than topics historically considered taboo, such as fertility (54%) and menopause (48%).
Among the motivations that push us not to share our emotional state are:
- 52%: fear of weighing on others;
- 38%: belief that you have to manage everything yourself;
- 31%: willingness not to show vulnerability;
- 29%: fear of not receiving understanding or support;
- 29%: pressure to always have a positive attitude.
The IMFINE.COM platform and the three pillars of the initiative
The “I'm Fine” program focuses on anxiety and depression through the IMFINE.COM digital platform, divided into three phases of use:
- Take a moment for yourself: free and confidential provision of clinically validated self-assessment tests, such as the GAD-7 (for the diagnosis of anxiety) and the PHQ-8 (for depression).
- Self-reflection: access to personalized support content created with industry experts.
- Connection with the community: sharing direct testimonies to promote the support network.
At the communication level, the awareness campaign involves global ambassadors Demi Moore, Christy Turlington, Zoë Saldaña and Vanessa Kirby.
The partnership with Telefono Amico Italia
At the local level, the initiative makes use of collaboration with territorial organizations such as Mental Health Innovations (United Kingdom), Psycom (France), Healthy Women (United States) and Telefono Amico Italia. On Italian territory, Telefono Amico Italia will develop activities and events dedicated to the promotion of dialogue and the prevention of anxiety and depression.
