Sarah Jessica Parker Loves This $32 Retinol Serum

Science-backed skin-care brand RoC just announced an initiative called #LookForwardProject which celebrates optimism and its impact on health and wellbeing. To make matters even more exciting, the brand is partnering with none other than actress Sarah Jessica Parker, who is serving as the voice and face of the campaign. According to a release, her role is to “inspire women to turn their focus from ‘anxiety about aging’ to ‘joy about living.’”

The release states that RoC’s new proprietary research shows that 60 percent of women are worried about their aging appearance, versus the 43 percent of women who are worried about having enough money for retirement. On the other hand, 93 percent of women expressed the desire to learn more about how to practice optimism effectively. Thanks to RoC’s work, there is now a helping hand.

“When I heard about RoC’s Look Forward Project and its commitment to supporting women take on an optimistic outlook about the future, I felt compelled to help amplify this important conversation,” says Parker per the release. “So much of our younger lives are spent trying to figure out who we are. As I’ve gotten older, I’ve become much better equipped to problem solve, to appreciate, to hear things that aren’t necessarily pleasant. The time spent living and the experience that comes with it adds up—and that’s something to look forward to.”

Alongside Parker, the brand is also working with three doctors: New York dermatologist Michelle Henry, MD, Dr. Daisy Robinton, Ph.D, Human Biology and Translational Medicine at Harvard University and Dr. Deepika Chopra, PsyD, who is also known as the “Optimism Doctor.” Together, these professionals are helping RoC develop what it’s calling a “digital resource hub” to provide women with insights and advice on the positive effect optimism has on healthy aging.

To celebrate the launch of this important initiative, a limited-edition gift set with Sarah Jessica Parker’s all-time favorite RoC products is available for purchase. Included in the kit: Multi Correxion Hydrate + Plump Night Serum Capsules, Eye Cream and Daily Moisturizer SPF 30.

Even better, 100 percent of the profits from the first month of sales will be donated to the SeekHer foundation, which addresses issues surrounding unrealistic beauty ideals and bridges the gap of mental health by activating public support for change.

For more information on this initiative and the power of optimism, visit RoCSkincare.com/LookForward.