Megababe's Katie Sturino Invites Lancôme to Join Forces After Similar 'I'm Fine' Campaigns

Sturino, who has nearly 800,000 followers on Instagram, posted the invitation after seeing Lancôme's new "I'm Fine" initiative, which addresses women's mental health and features a star-studded cast.

Rather than criticize the L'Oréal-owned brand for launching a campaign with a similar premise to her own, she asked Lancôme to work with Megababe on raising awareness of women's mental health. The post resonated quickly, drawing 901 likes and 108 comments within two hours, and Lancôme reached out to Megababe to explore a possible partnership.

In the post, Sturino wrote, "It would be easy to turn this into women versus women, brand versus brand. We're conditioned to do that. But that misses the entire point: Women are simply NOT FINE."

"My dream is that they partner with us in some way, and we end up bringing more brands in," she said of Lancôme.

Sturino does not believe Lancôme intentionally copied Megababe's "Not Fine" campaign, which ran in May with a billboard near the Holland Tunnel plus bus stop and taxi ads, and won a Beacon Award for Best Campaign this year. She attributes the overlap to the broader strain on women coming to the forefront as they speak out about pressures ranging from the emotional load of parenting to threats to their rights.

The framing of women saying they are "fine" when they are not has appeared in beauty marketing before, including Dove's 2018 campaign of the same name, which explored the disconnect between girls' outward assurances and their internal struggles.