T.J. Maxx is bringing back its The Maxx You Project, which is designed to serve as a community that encourages women to embrace their individuality but do so together, according to the retailer.
Now in its second year, the initiative will feature a series of workshops and an online community that will give women the ability to connect and share ideas. This year’s effort is driven by research T.J. Maxx commissioned in partnership with Dr. Serena Chen, professor of Psychology at UC Berkeley.
“Research shows that many women celebrate individuality in others— but not in themselves,” said Chen. “When women are true to themselves, they report stronger, more satisfying relationships. They were happier (96%), more successful (87%) and less stressed (89%) when they embraced who they are as individuals.”
The program kicks off with actress Debra Messing and will include workshops this summer in Los Angeles, Atlanta and New York featuring Laila Ali and blogger Mattie James.
In the digital space, T.J. Maxx is also launching The Maxx You Project on Facebook, which will allow women to connect online.