When you think of YSL Beauty, Dua Lipa's sultry fragrance ad might spring to mind, or perhaps it's adoration for the brightening prowess of their Touche Eclat, yet one aspect of the brand you may not be so familiar with is their dedication to eradicating domestic violence.
However, since the launch of its Abuse Is Not Love program in 2020, YSL Beauty has strived to make a significant impact in educating young people about intimate partner violence (IPV) as well as supporting grassroots organisations on a global scale.
Their latest campaign focuses on how IPV is often only realised in hindsight, as the media often romanticises abusive partner relationships – demonstrating physical, emotional, and or sexual violence as deep, passionate love.
Worryingly, new global research sampling 10,000 people across 5 countries reveals that 46 percent of people have experienced behaviours that they thought were love at the time, but only realised in the aftermath were abuse. Additionally, 32 percent of people said hearing other people’s stories of abuse, has made them more aware of behaviours in their own relationship and more likely to get help if needed.
In a bid to change the narrative, the French fashion house has launched 'Mistaken For Love' which features spoken-word artists and survivors that highlight the warning signs of intimate partner violence.
Through a series of 9 impactful episodes, YSL's campaign reflects on each of the 9 signs of abuse continuously outlined by the Abuse Is Not Love training programs that are available throughout the world. The idea is that because abuse can come with warning signs, if we are all aware of the signs, we can better seek help or offer support.
Based on survivors’ testimonials, each episode has been rewritten by spoken-word artists, love-poets, and activists, including Dutch artist Zoe Love Smith, survivor Widya Soraya, and Ynaee Benaben, co-founder of the French NGO En Avant Toute(s).
Through each poem and in full confidentiality of survivors’ experiences, the talents narrate the emotional tension and subtle ways in which abuse can take place. They cleverly explore the hidden facets of coercive dynamics, where, for example, control is often disguised as passion, surveillance concealed as caring, and love-bombing a tactic for emotional coercion.
British love-poet Dan Whitlam, who partook in the campaign, adds, 'today more than ever, it is crucial to address the issue of abuse within relationships and breaking down the misconceptions that often have been masqueraded as passion or love. As a spoken-word artist and love-poet, it is a personal imperative to support the Abuse Is Not Love movement, and I’m genuinely grateful to be part of the ‘Mistaken For Love’ series. I’ve always been profoundly interested by the intricate dynamics of intimate relationships – from their inception and evolution to their unfolding. To truly grasp the essence of love, one must first recognise and understand what it isn’t. And love unequivocally excludes abuse.'
There are some who may argue that while these campaigns can serve as a tool to raise awareness, ultimately the brand also could stand to make a profit in the long run when talking about these issues. However, Teresa Parker, Head of Media, Brand & Relationships for Womens Aid tells WH 'We strongly welcome companies like YSL Beauty running awareness campaigns like Abuse is Not Love. Our Come Together campaign is based around the message that everyone has a role to play in helping end abuse, and YSL Beauty are both funding much needed projects, including the Women's Aid Expect Respect project for children and young people, and creating important awareness with their audience. The more we mainstream awareness of what healthy relationships look like and which behaviours are abusive, the more we will help create a society where domestic abuse isn't tolerated - everyone, including brands, have a powerful role to play.'
Perdita Nouril is the Beauty Editor for Women’s Health UK. She has worked in the beauty industry for 15 years since graduating from the University of Nottingham. Adept at exploring the colossal world of beauty, she loves to scratch beneath the surface to debunk the myths, decode the science and challenge traditional notions of beauty. You can always find her preaching sermons on the power of a red lip, extolling the virtues of a decent serum and championing the very best female beauty founders.
You can find Perdita on Instagram on @perditanouril
