It was launched on March 8 on the occasion of International Women’s Day, but a month later the campaign of Ysl Beauty about abuse and toxic relationships continues to invite reflection and generating international inspiration. “Don’t call it love,” that relies on four years of brand work with the program “Abuse is not love” It is being interpreted as a lesson in social commitment and brand activism.

Physical and psychological violence within the couple is one of the most widespread forms of Violence towards women. It is a systemic and structural issue that, according to UN Women, affects more than 736 million women and girls worldwide. A cause in which Yves Saint Laurent’s beauty division addresses since 2020 with a global program aimed at preventing and eradicating the problem and contribute to a safer world For women.

The brand has remembered its commitment this year with “Do not call it love”, a spot that, precisely, subverts the narrative and aesthetic codes of luxury categories and cosmetics to create a surprising and visually shocking storytelling. The spectator’s attention is captured with a sophisticated staging that encourages to think that it is another advertisement of perfumes, but that subtle signs of violence in the couple.

The spot is accompanied by a call to Expand information on the website of the brand dedicated to the initiative. This includes nine key indicators that can help Recognize and prevent abuse situationsas well as an “online training” to educate in the fight against machismo and violence against women.
It also includes contact information from organizations and associations with which YSL Beauty works in the different markets.

The objective of the initiative is, in the beauty and advertising industry to promote representations that question stereotypes, already social level, foster equitable and respectful relationships and a deep and sustained conversation about the need for social and cultural change. “We deeply believe in the power of beauty to promote positive change”; Said Stephan Bezy, Ysl Beauty general general director.“Abuse is not love is a commitment to our values”

On the other hand, Manon Ergin, Global Director of Communication and Image of YSL Beauty, said that as an international leading brand, they have a responsibility of actively mold culture, And not just just reflect it. “Our goal is to create a domino effect that goes beyond traditional advertising campaigns and drives a significant change worldwide”He said.

The keys to Ysl Beauty’s struggle against abuse

Weeks after its launch, the campaign continues to stand out in the conversation of professionals in the marketing and advertising industry, which not only applaud the cause of Ysl Beauty, but also the way to do it. Beyond the laudable message against violence, the campaign Employmently and effectively use category codes to capture user attention to raise awareness about the cause.

The brand has also demonstrated that It is not a timely speech With the intention of joining a social trend, as happened with the criticized Pepsi announcement starring Kendall Jenner in which the brand, according to many consumers, trivialized with the Black Lives Matter movement.

In this sense, “do not call it love” does not imply a superficial gesture, but builds on some long -term efforts. The campaign is aligned with a deeper and more sustained commitment, one that also not only works the communication line, but also implies, among other things, financial support for research, consumer education initiatives and training for employees.

On the other hand, the cause defended by Ysl Beauty is a linked to the fundamental values ​​of the brand, that works for the empowerment and independence of women, and fits naturally with their positioning. In this regard, the “abuse is not love” platform fights a problem that hinders the safety, well -being and independence of women.

Also, the brand He has worked the platform with specialized partners, which helps to ensure that the cause is addressed with an accurate and responsible approach and is not overshadowed by commercial objectives. In addition, the campaign is not limited to the plane of awareness, but also encourages consumers to act and to take an active role in identifying abuse signals and the improvement of behaviors in relationships.

As they share from YSL Beauty, since its launch in 2020 the program “Abuse is not love” has allowed the training and support of more than 1.3 million people. It has had an investment of more than 5.2 million euros and collaboration with specialized organizations in more than 25 markets.
In Spain, in alliance with the Ana Bella Foundation, the program has reached more than 37,000 people since 2021.