YSL Beauty's Abuse is not Love

YSL BEAUTY’S ABUSE IS NOT LOVE PROGRAM UNVEILS ITS POWERFUL DON'T CALL IT LOVE CAMPAIGN ON INTERNATIONAL WOMEN'S DAY 

March 6th, 2025 – This 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.

One in three women: the fight against IPV matters more than ever

Intimate partner violence (IPV) is the most common form of violence against women, affecting around 736 million women and girls globally . It’s still all too common for abusive behavior to be wrongly justified as love; shockingly, one in three women experience intimate partner violence in their lifetime, with young people with the highest risk . 

Since the launch of its Abuse Is Not Love program in 2020, YSL Beauty has been dedicated to changing this reality. With over 5.2 million euros donated to local NGO-partners and more than 1.3 million people trained or supported across 25+ markets, Abuse Is Not Love has made significant strides in educating young people about IPV and empowering grassroots organizations on a global scale. 

Exposing the unseen: inside YSL Beauty’s new campaign 

Through its new campaign, YSL Beauty cleverly subverts the codes of a classic, stereotypical luxury perfume ad. Depicting a seemingly idyllic and elegant Parisian romance, the campaign unfolds itself through a series of beautifully crafted scenes: a glamorous party, a seemingly romantic stroll, intimate moments.
She – a beautiful, confident and captivating young women. And he – a handsome young man, exuding a dark and mysterious charm. The initial impression is one of a magnetic and elegant couple.
But as the story progresses, a subtle unease begins to creep in. Almost imperceptibly, warning signs of abuse emerge, woven into the fabric of these seemingly romantic scenes. 
Viewers are drawn into the narrative, initially captivated by the romance, then subtly unsettled by a growing sense of disquiet.

The ad abruptly halts, posing a powerful message: "Did you see signs of abuse in this film?". The narrative then rewinds, exposing the signs of abuse from each scene, hidden in plain sight. The campaign actively educates us to look closer at behaviors deemed normal in our relationships but that can be precursors to physical, sexual, or emotional violence. The film then provides resources and encourages viewers to learn more and seek support if needed. 

Through the deconstruction of romanticized portrayal of toxic relationships, Don't Call It Love aims to spark crucial conversations, break the cycle of abuse, and inspire structural change within the beauty industry and beyond. It's a call for a more conscious, responsible, and more impactful approach to storytelling.

Breaking the silence: empowering individuals to recognize the signs of abuse

Whether it’s physical, sexual, psychological, or financial, abuse is abuse. And abuse can come with warning signs. From intrusion, jealousy, isolation to even blackmailing and intimidation, there exists nine key categories of warning signs and if everyone is aware of those, it’s possible to act and stop it. 

In parallel to its partnerships with grassroots local organizations, Abuse Is Not Love leads wide scale awareness campaigns with a focus on sensitizing and helping to identify the key warning signs associated with IPV. 

To help people recognize IPV before it escalates, YSL Beauty uses its voice to destigmatize the topic and give survivors the language to speak about their experience. By spreading awareness in public places, the Abuse Is Not Love program ensures that this information and awareness of the warning signs can become readily available for those who might need to seek or offer help. 

A global call to action for a future free from abuse

Media portrayals of toxic relationships often romanticize, trivialize or even glamorize abusive behaviors, impacting young people's understanding of healthy relationships. 

Since launching Abuse Is Not Love, YSL Beauty has been educating young people about the warning signs of abuse to empower them to build healthy relationships and prevent IPV. This new campaign invites the beauty and media industries to work together to promote healthier relationship models.  

The aim: to break the cycle, dismantle the harmful stereotypes that perpetuate IPV and replace them with healthy relationship norms.

Don't Call It Love marks a critical moment in the brand’s fight against IPV as YSL Beauty is committed to ensuring this message empowers individuals and communities worldwide to recognize, address, and prevent intimate partner violence by destigmatizing this topic and redirecting towards its training program and its local NGO-partners for resources. 

Ultimately, Abuse Is Not Love’s new campaign isn't just a film– it is a global call to action to rewrite the narrative and to stop romanticizing abuse. 

Because abuse will never be love. And YSL Beauty is committed to the fight against intimate partner violence. 

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. 


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“At YSL Beauty, we believe in the power of beauty to drive positive change. Abuse Is Not Love is a commitment to our values. This campaign is a global call to action to recognize the signs of abuse. Understanding that it often comes with warning signs and that it can take many forms is critical for prevention. This International Women's Day, we're not just launching a new campaign; we're reinforcing our commitment.”
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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To learn more about Abuse is Not Love, or if you or someone you know is experiencing abuse and needs immediate assistance, please consult the list of domestic violence helplines at https://www.abuseisnotlove.com/fr-fr/ 


MEDIA CONTACT:  
Juleah LOVE, Global Head of Brand Corporate Engagement, YSL Beauty 
[email protected]

ABOUT YSL BEAUTY
In the tension between timeless legacy and modern audacity, YSL Beauty creates daring beauty that dresses change.Boldness and singularity. Manifested through clashes of color, light, style, the liberation from convention. The defiance of the norm. Authenticity, the foundation driving the brand to create icons in makeup, fragrance and skincare, born from the heritage of M. Saint Laurent who shaped the cultural zeitgeist for generations. YSL Beauty creates unapologetic beauty that frees and moves the lines, in the here and now. Young, edgy, luxury.
http://www.yslbeauty.com
ABOUT ABUSE IS NOT LOVE
Abuse Is Not Love is YSL Beauty's global initiative dedicated to preventing and combating intimate partner violence (IPV). With 1 in 3 women experiencing IPV in their lifetime—whether sexual, physical, psychological, or financial—this program focuses on educating individuals about the nine warning signs of abuse. Currently active in markets around the world spanning 5 continents, Abuse Is Not Love aims to educate 2 million people globally by 2030. The initiative is built on four key pillars: supporting local non-profit organizations, educating YSL Beauty teams worldwide, contributing to thought leadership through academic research, and wide scale awareness campaigns. Join the fight.
 With Local Non-Profit Partners. USA: It’s On Us, Mexico: Fundación Origen, UK: Womens Aid, France: En Avant Toute(s), Germany: BFF, Spain: Anabella Foundacion, Ireland: Womens Aid Ireland, Italy: D.I.Re, Greece: W.I.N Hellas, Switzerland: Herszprung, Austria: Autonome Österreichische Frauenhäuser, Sweden: Unga Relationer, Portugal: APAV, Czech Republic: Profem, Croatia: Solidarna Foundation, Poland : SEXEDPL, Romania: Centrul Filia, Bulgaria: Emprove, South Africa: ADAPT (Agisanang Domestic Abuse Prevention and Training), China: China Women's Development Foundation, Japan: Saya Saya, Taiwan: Modern Women's Foundation, Thailand: Women And Men Progressive Movement Foundation (Wmp), Uruguay: El Paso, Australia: FVREE, Malaysia: Women’s Aid Organization (WAO), Indonesia: Yayasan Pulih.