More focused than ever, Roc Skincare is kicking off a latest partnership because it doubles down on purpose.

The skincare brand has joined forces with Sarah Jessica Parker for the #LookForwardProject, meant to shift societal attitudes on aging. The initiative has several prongs — a campaign, a Parker-curated gift set and a charitable donation — and was born out of clinical research and girls’s attitudes toward aging.

In response to a study from the brand with greater than 600 participants, 90 percent of ladies feel anxious about aging, the first driver being appearance-related. 60 percent of ladies are anxious about their appearance aging, while only 43 percent worry about amassing enough money to retire.

Parker does use Roc products, but even within the heyday of celebrity beauty plays, her interest doesn’t lie within the business, it’s concerning the message. “To me, it’s not the sweetness space, it’s the conversation,” she told WWD.

“The headline for me about that is that it’s attempting to have a conversation about not covering things up, or not being apologetic concerning the passing of time,” Parker continued. “There’s loads of opportunity to have color lines and be in the sweetness space, but I’m less inquisitive about that.”

All profits from Parker’s gift set, which incorporates products from Roc’s Hydrate + Plump range, will profit the SeekHer foundation for the month of July. The muse seeks to rewrite societal expectations of ladies of all ages, including aging.

“I liked this since it’s far more about how you are feeling your best, not the way in which other people consider you, but how you truly feel about yourself,” Parker said, also acknowledging appearance-based criticisms of each herself and her colleagues. “I’m not delusional that point keeps marching on. I appear like I look, and I’m not willing to contribute so much greater than this. So let the chips fall where they could, and folks can have their opinions.”

Parker isn’t the one partner for the initiative. Fernando Acosta, Roc Skincare‘s chief executive officer, also joined forces with a spread of doctors and researchers, similar to Dr. Daisy Robinton, who holds a Ph.D. in human biology and translational medicine; Dr. Michelle Henry, board-certified dermatologist, and Dr. Deepika Chopra, PsyD, who makes a speciality of optimism.

“There are three different angles: mental health, physical health, and linking optimism and longevity,” Acosta said. “I think all brands must play a job on the earth to make it a greater place. Optimism goes to be our avenue.”

The move comes on the heels of growth, each internationally and domestically. As reported by WWD, global sales were said to succeed in $150 million globally. “You could have a alternative to purchase a brand that truly could make a difference,” Acosta said of the initiative. “Purpose specifically drives brand awareness, because more people speak about it, and we will link that to loyalty.”

FOR MORE FROM WWD.COM, SEE:

Exploring Genderless Skin Care and Fragrance

Origins to Launch Anti-Aging Cream

Can Celebrity Skin Care Go the Distance?