Through a cinematic short film, YSL Beauty exposes the subtle warning signs of abusive relationships. Image courtesy of YSL Beauty France’s YSL Beauty is leveraging its platform to address intimate partner violence with a newly-launched global campaign, titled “Don’t Call It Love.”
Timed to coincide with International Women’s Day, the initiative forms part of the brand’s ongoing Abuse Is Not Love program, first introduced in 2020. Through a cinematic short film, YSL Beauty exposes the subtle warning signs of abusive relationships, aiming to shift societal perceptions and educate audiences about behaviors that can escalate into violence.
“At YSL Beauty, we believe in the power of beauty to drive positive change,” said Stephan Bezy, international manager at YSL Beauty, in a statement.
“Abuse Is Not Love is a commitment to our values,” Mr. Bezy said. “This International Women's Day, we're not just launching a new campaign; we're reinforcing our commitment.”
Reframing romance
At first glance, YSL Beauty’s central campaign video presents an idealized Parisian love story, with a glamorous couple engaged in what appear to be affectionate moments. However, as the narrative unfolds, unease creeps in.
Hidden within the 1-minute and 45-second film’s luxurious imagery are signs of control and manipulation—behaviors often normalized or overlooked in real life.
“This campaign is a global call to action to recognize the signs of abuse,” said Mr. Bezy, in a statement.
“Understanding that it often comes with warning signs and that it can take many forms is critical for prevention.”
The initiative forms part of the brand’s ongoing Abuse Is Not Love program
The film’s climax forces viewers to confront these red flags, rewinding key scenes to explicitly reveal abusive tendencies that may have initially gone unnoticed. By visually dissecting these moments, YSL Beauty hopes to encourage deeper awareness of IPV and prompt discussions about recognizing unhealthy relationship dynamics.
The luxury beauty label shares that IPV is the most common form of violence against women, affecting around 736 million women and girls worldwide. Additionally, one in three women experiences intimate partner violence in their lifetime; young people are faced with the highest risk.
“[Don’t Call It Love] confronts how media has blurred the lines between love and abuse, revealing the devastating reality behind what we’ve been taught to romanticize,” said Dr. Sara Kuburic, doctor of psychotherapy and lead film consultant for the project, in a statement.
“As a psychotherapist, writer, and media presence, I know that we need conversations that disrupt harmful narratives and empower real change—which is exactly what this campaign does,” Dr. Kuburic said. “Having been involved from the start, I’ve seen firsthand how thoughtful and committed YSL Beauty has been to creating an authentic and impactful message.
“This project isn’t just raising awareness—it has the power to create meaningful, global change.”
Advancing “Abuse Is Not Love”
YSL Beauty has taken its commitment to IPV beyond words: in addition to awareness-building, the Abuse Is Not Love program (see story) has trained over 1.3 million people and donated more than 5.2 million euros to local grassroots organizations tackling IPV in various markets.
The campaign goes beyond storytelling by directing audiences to educational resources and support services. YSL Beauty collaborates with NGO partners, including En Avant Toute(s) and It’s On Us, to provide training and aid to those affected by IPV.
“YSL Beauty's commitment to preventing IPV goes far beyond a typical brand partnership,” said Ynaée Benaben, CEO of En Avant Toute(s), NGO-partner of Abuse Is Not Love in France, in a statement.
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“Since 2020, their support has been critical in expanding our on-the-ground work and enhancing our support services, including our vital tchat support,” Ms. Benaben said. “We value YSL Beauty's commitment to concrete action reflecting a holistic approach and a shared value system in addressing IPV.
“I believe that this campaign truly has the potential to reach millions and make a real difference in the lives of those affected by IPV.”
Corporate advocacy often sticks to more traditional ESG pillars (see story), promoting topics such as sustainability and diversity. YSL Beauty’s focus on IPV sets it apart, as domestic violence remains a deeply stigmatized topic, making it a bold choice for brand alignment.
“As a leading international beauty brand, we have a responsibility to take a stand, to not only reflect culture but to actively shape it,” said Manon Ergin, global communications and image director at YSL Beauty, in a statement.
“With Abuse Is Not Love, we’re trying to challenge harmful narratives, raise awareness and shift perceptions about abusive relationships,” Ms. Ergin said. “Our aim is to create a ripple effect that extends beyond traditional advertising campaigns and drives meaningful change on a global scale.”