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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 “

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