Beautiful Mind
Looking to help children feel empowered and confident from a young age – and in turn contribute to their mental wellbeing – are beauty giant
Dove, and newcomer
Young King.
Each recognises the importance of supporting children’s mental health, which has worsened during the COVID-19 crisis amid a loss of normalcy.
Dove’s Kids Care soap/bath collection uses a simple strategy when tapping into Mintel’s BPC Trend,
Beautiful Mind,
which examines how the pandemic has driven the concept of holistic health to new levels, with a focus on mental wellbeing. It recognises the power of positive affirmations to help boost self-esteem, overcome negative thoughts and improve mood. The collection simply features empowering statements front-of-pack, such as “