YSL Beauty has kicked off a new PSA called “Don’t Call It Love” to mark International Women’s Day.

The campaign is part of the brand’s Abuse Is Not Love program, an educational platform aimed at educating consumers about the signs of abuse. The idea is to transform a classic luxury fragrance ad into an educational tool, that illustrates toxic relationship behaviors.

The spot was directed by Léa Ceheivi, and shows what seems to be an idyllic Parisian love story, until the relationship begins to show signs of intimate partner violence (IPV).

The idea is to use the media to create conversations about what healthy relationships do and do not look like to help people in bad relationships and to build community support.

“Empowering women has always been at the heart of YSL Beauty’s legacy. M. Saint Laurent challenged societal norms, liberating women through fashion, and advocating for freedom of expression,” said Juleah Love, global head of brand corporate engagement, YSL Beauty. “Today, intimate partner violence (IPV) remains one of the greatest threats to that freedom. It directly contradicts our values of strength, independence, and self-expression, which is why we launched Abuse Is Not Love in 2020.”

“Since then, we have educated 1.3M+ people globally on the 9 warning signs of abuse, donated €5.2M to grassroots organizations tackling IPV, and partnered with leading experts, psychologists, and NGOs to develop awareness and education initiatives,” she added. But this is just the beginning. Our goal is to educate 2 million people by 2030.” 

The post YSL Beauty fights abuse for Women’s Day appeared first on Brand Innovators.