YSL Beauté unveils campaign against domestic violence

To mark International Women’s Rights Day, YSL Beauté is hitting back with its new “DON’T CALL IT LOVE” campaign, part of its “Aimer sans Abuser” program.

Through a powerful visual narrative, the luxury brand highlights the invisible signs of domestic violence, often hidden behind the appearance of idyllic love.

A necessary awareness

The figures are alarming: one in three women worldwide is a victim of domestic violence in her lifetime, affecting more than 736 million women and girls. All too often, abusive behavior is mistaken for proof of love. Faced with this reality, YSL Beauté has been committed since 2020 to raising awareness and supporting victims.

Thanks to its “Aimer sans Abuser” program, the brand has already donated over 5.2 million euros to partner NGOs and trained 1.3 million people in over 25 countries. An initiative that aims to break toxic patterns and promote healthier relationships.

A shock film that deconstructs illusions

The “DON’T CALL IT LOVE” campaign subtly hijacks the codes of Parisian romance. In a carefully produced film, we discover a glamorous, charismatic couple, moving between social evenings, romantic strolls and intimate moments.

But as the story unfolds, a subtle unease sets in. Imperceptible signs of abuse emerge, almost hidden behind the veneer of luxury and passion. Then, the film comes to an abrupt halt with this hard-hitting question:

“Have you noticed any signs of abuse in this film?”

The scenes are then replayed, revealing the toxic behaviors we too often minimize. By exposing these warning signs, YSL Beauté invites us all to take a closer look and question the norms of love.

A global call to action

With “DON’T CALL IT LOVE”, YSL Beauté is doing more than just running an advertising campaign: it is establishing itself as a committed player in the fight against domestic violence.

Because violence can never be love. And it’s time to change the narrative.

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