The Success of YSL Beauty's Gen Z "Abuse Isn't Love" Campaign Reaches One Million Mark
A new UN study has disclosed that 60% of female homicides globally are perpetrated by an intimate partner or a family member (domestic violence or IPV), resulting in one woman's death every three days. This revelation aligns with YSL Beauty's most recent initiative, titled "Abuse Isn't Love," which focuses on Gen Z and aims to combat this issue.
The core of the program involves a team of committed media allies, youth influencers, and advocates. Within the past week, as part of the United Nations' 16-day campaign against gender-based violence, YSL Beauty organized a live panel discussion featuring specialists and advocates for healthy relationships.
Attendees included Dr. Sara Kuburic (an influential millennial therapist), Dan Whitlam (a passionate advocate for healthy masculinity), Sophie Francis-Cansfield (Head of Policy at Women's Aid, a UK-based NGO), Mikai Mcdermott (a feminst researcher and creator), and Juleah Love (Global Head of Brand Engagement at YSL Beauty).
On the panel, Whitlam emphasized the importance of men acting as allies and advocates for women as well as engaging in timely interventions to tackle inappropriate behaviors. McDermott highlighted the necessity of developing programs that adapt to cultural sensitivities.
The UN's findings were complemented by research conducted by Opinion Matters on behalf of YSL Beauty, revealing that more than half (57%) of UK adults support the integration of intimate partner violence education into young people's curriculums. Moreover, one-third (37%) of participants believe that earlier exposure to the signs of intimate partner violence would enable them to recognize unhealthy patterns sooner in personal relationships.
The event debuted YSL Beauty's new educational resource for schools and communities, titled "Decoding Love Leaflets," that furnishes information on constructive connections and highlights nine key warning signs of abuse.
Stephan BEZY, International General Manager of YSL Beauty, expressed the brand's commitment to advocacy, stating, "YSL Beauty has consistently championed women's independence and self-determination. Our aim with the 'Abuse Isn't Love' project was clear from the outset: raise awareness, educate on signs of abuse, and equip those in need with readily available resources."
Similarly, Estée Lauder and NYX Cosmetics have initiated corporate social impact programs. Estée Lauder's Breast Cancer Campaign, founded in 1992, funded organizations worldwide through its Pink Ribbon campaign, while L'Oréal Group's NYX Cosmetics supports LGBTQIA+ organizations such as the Los Angeles LGBT Center and MAG Jeunes LGBT+ in France.
YSL Beauty introduced its "Abuse Isn't Love" initiative in November 2020. Since its introduction, the program has trained and provided resources to over 1 million individuals worldwide through direct collaborations with NGO partners spanning five continents.
- The UN study aligns with YSL Beauty's recent initiative, "Abuse Isn't Love," which is a part of their 16 days of activism against gender-based violence on TikTok, engaging Gen-Z.
- During the live panel discussion organized by YSL Beauty, Dan Whitlam stressed the importance of men acting as allies against intimate partner violence and engaging in timely interventions.
- YSL Beauty's educational resource, "Decoding Love Leaflets," was introduced at the event, providing information on constructive connections and warning signs of abuse, in line with the UN's campaign against IPV.
- L'Oreal Group's NYX Cosmetics, like YSL Beauty, is also involved in corporate social impact, supporting LGBTQIA+ organizations, while Esteé Lauder's Breast Cancer Campaign has funded organizations globally through its Pink Ribbon campaign.
- Since its introduction in November 2020, YSL Beauty's "Abuse Isn't Love" initiative has trained and provided resources to over 1 million individuals worldwide, in partnership with NGOs spanning five continents.
