YSL BEAUTY’S ABUSE IS NOT LOVE PROGRAM UNVEILS ITS POWERFUL DON'T CALL IT LOVE CAMPAIGN ON INTERNATIONAL WOMEN'S DAY
On the occasion of International Women's Day, YSL Beauty unveils Don't Call It Love, a thought-provoking new global campaign under its Abuse Is Not Love program. With this campaign, YSL Beauty portrays a seemingly idyllic Parisian romance where the warning signs of abuse are hidden in plain sight to educate about domestic violence. Through this launch, the brand invites a collective reflection on how it can contribute to healthier representations of love and create narratives that do not perpetrate toxic relationship norms.
By deconstructing the romanticized representation of toxic relationships, Don't Call It Love aims to spark crucial conversations, break the cycle of intimate partner violence, and inspire meaningful change within the beauty industry and beyond. Media portrayals of toxic relationships are often romanticized, trivialized, or even glorified, which can negatively influence young people's understanding of healthy relationships. This campaign is a call for a more conscious, responsible, and impactful approach to storytelling. The objective is to break the cycle, dismantle harmful stereotypes that perpetuate intimate partner violence, and replace them with examples of healthy relationships.
Intimate partner violence is the most common form of violence against women, affecting approximately 736 million women and girls worldwide. One in three women experiences violence within a relationship at some point in her life.
Since launching its Abuse Is Not Love program in 2020, YSL Beauty has been committed to changing this reality. With more than 5.2 million euros donated to local partner NGOs and over 1.3 million people trained or supported in more than 25 countries, Abuse Is Not Love has significantly increased young people's awareness of relationship violence and empowered numerous local organizations.
About the campaigns’ creative powerhouse
The campaign's vision was brought to life by a powerhouse of creative talents, including:
· Léa Ceheivi: award-winning French film director, known for her collaborations with music titans Justice and luxury brands
· Nicolas Loir: acclaimed director of photography, best known for his work within the music industry, notably with Blaze and with luxury brands
· Dr. Sara Kuburic, Lead Film consultant and world renown doctor of Psychotherapy, known widely as the Millennial Therapist
Throughout the campaign’s development and production, YSL Beauty consulted with its historic NGO-partners and experts such as En Avant Toute(s), It’s On Us, and Dr. Beth Livingston, gender and relationship researcher.
"In this film, we highlight that the signs of love can sometimes be invisible to the naked eye and that, when the authors allow themselves to be presented in almost any form and that the behaviors shown are not overly romantic—encouraging the viewers to be capable of identifying these behaviors before they become aggravated." Stephan BEZY, International Manager to YSL Beauty
“As a leading international beauty brand, we have a responsibility to take a stand, to not only reflect culture but to actively shape it. With Abuse Is Not Love, we’re trying to challenge harmful narratives, raise awareness and shift perceptions about abusive relationships. Our aim is to create a ripple effect that extends beyond traditional advertising campaigns and drives meaningful change on a global scale.” Manon ERGIN, Global Communications and Image Director of YSL Beauty
“YSL Beauty's commitment to preventing IPV goes far beyond a typical brand partnership. Since 2020, their support has been critical in expanding our on-the-ground work and enhancing our support services, including our vital tchat support. We value YSL Beauty's commitment to concrete action reflecting a holistic approach and a shared value system in addressing IPV. Their commitment extends beyond funding; our consulting collaboration with YSL Beauty on this new campaign is a great example of it. 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. It's a testament to the power of partnership and the importance of working together to create a future free from violence.” Ynaée BENABEN, CEO of En Avant Toute(s), NGO-partner of Abuse Is Not Love in France
“Intimate partner violence is often misunderstood, minimized, or overlooked entirely. Don’t Call It Love challenges that by exposing the subtle, insidious ways abuse takes hold—through visuals and scenarios that deeply resonate. It confronts how media has blurred the lines between love and abuse, revealing the devastating reality behind what we’ve been taught to romanticize. 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. 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.” Dr. Sara KUBURIC, Lead Film consultant and doctor of Psychotherapy
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CREDITS
Agency: BETC Étoile Rouge
President and Head of Creation at BETC: Stéphane Xiberras
Executive Creative Director at BETC Étoile Rouge: Florence Bellisson
Vice President at BETC Étoile Rouge: Marine Hakim
Creative Director: Aurelie Scalabre & Romain Pergeaux
Account Director: Mathilde Durillon
Account Manager: Charlotte NAEPELS
Vice President & Head of Production: Fabrice Brovelli
Creative Producer: Jennifer Braux
Post Producer: Sarah Dufief
Film Director: Léa Ceheivi
DOP: Nicolas Loir
Film Consultant - doctor of psychotherapy: Dr. Sara Kuburic
Casting : Ikki Casting
Actors: Max Daunay & Jade Faye
Production Company: Aswan
Producer: Ousmane Ly
Production Manager: Pénélope de la Iglesia
Sound Studio: GUM
Music Creative Director: Adam Ghoubali
Music Artist: Haelos
Title: Pray
Post-Production House: Poster
