Home Instead Debuts New TV Spot “Makeup,” Highlighting the Role of Self-Care in Aging Well

Campaign highlights the profound impact Care Pros have on the everyday lives — and wellbeing — of older adults

SAN MATEO, Calif.--(BUSINESS WIRE)--Home Instead, an Honor company, and the world's leading provider of in-home care for older adults, today announced the debut of its newest TV spot, “Makeup,” the latest chapter in its “A Better What’s Next” campaign.

The :30-second ad tells the story of June, a woman in her late 70s living with Parkinson’s disease, and Mandy, the Home Instead Care Pro who helps her get ready each morning. Together, they share a quiet but powerful ritual, one that goes beyond daily tasks to preserve June’s sense of self.

The spot opens on June’s carefully applied makeup before revealing the tremors in her hands. With Mandy’s steady support, June completes her routine — lipstick, blush, earrings — culminating in a moment of reflection marked not by limitation, but pride.

“Too often, care is framed around what older adults can no longer do,” said Kim Atkinson, Chief Brand Officer at Home Instead. “But what we hear from families and Care Pros is that the smallest routines — getting ready for the day, looking like yourself — can have an outsized impact on confidence and wellbeing. That’s what personalized care looks like, and that’s what ‘A Better What’s Next’ means for the families we serve.”

"Makeup" reflects what makes Home Instead's approach to in-home care distinct: the understanding that aging well isn't only about managing health conditions or meeting basic needs. It's about preserving the rituals, routines, and small moments of joy that make a person feel like themselves.

For older adults, self-care is more than routine, it’s a meaningful driver of identity, confidence, and independence. A recent Home Instead survey of older adults (65+) and caregivers found that more than half of older adults say maintaining their physical appearance helps them feel pride in how they look (53%), while others say it helps them feel more like themselves (44%) and increases their confidence (43%). Caregivers see that impact firsthand: nearly half say beauty and grooming routines help the older adults they care for feel proud of how they look (49%) and more confident (41%), while others say these routines help them enjoy life more (36%). Many also report noticing more positive moods and a greater sense of independence (31% each).*

“Maintaining familiar routines plays an important role in emotional wellbeing as we age,” said Dr. Lakelyn Eichenberger, Ph.D., Gerontologist and Caregiving Advocate at Home Instead. “Self-care is closely linked to dignity, identity, and quality of life. Supporting those daily rituals is a meaningful part of truly personalized care.”

Home Instead pairs Care Pros and clients based on individual needs, preferences, and compatibility, supporting the kind of personalized care that makes moments like June’s possible.

"Makeup" is now live with placements on Bravo, Hallmark, Oxygen, and more. To learn more about the campaign and to find a Home Instead in your community, visit https://www.homeinstead.com/c/makeup/.

*Talker Research surveyed 1,000 older adults (65+) and 1,000 caregivers of older adults (65+) from America and Canada; commissioned by Home Instead and administered and conducted online by Talker Research between March 25 and April 6, 2026.

About Honor Technology and Home Instead

Honor Technology's mission is to change the way society cares for older adults. As a leader in aging care innovation, Honor provides the technology, tools, and services that empower older adults to live life on their own terms. In 2021, Honor acquired Home Instead, Inc., the world's leading provider of home care for older adults. With a global franchise network and more than 100,000 Care Pros, Home Instead delivers over 60 million hours of personalized care annually. Together, Honor and Home Instead are setting a new standard for aging in place, backed by powerful technology, compassionate care, and a commitment to aging on your own terms.

For more information, visit www.homeinstead.com and www.honorcare.com.