‘Abuse is Not Love’, says YSL in new campaign to combat partner violence

By Charlotte Turner |

In the lead-up to the UN’s International Day for the Elimination of Violence Against Women on 25 November, 2020, Yves Saint Laurent Beauty has launched ‘Abuse is Not Love’; a new global programme aimed at helping to combat intimate partner violence (IPV) by supporting the prevention programs of its non-profit partners.


Abuse is Not Love is built around three key pillars; funding academic research on the topic to develop thought-leadership around youth and prevention; educating at least 2 million people on the common signs of IPV through international partnerships; and training YSL Beauty employees and beauty advisors on intimate partner violence in the workplace.


TRBusiness attended a virtual panel discussion moderated by Juleah Aiken, International Sustainable Engagement Project Manager – YSL Beauty, featuring: Tracey Vitchers, Executive Director, It’s On Us; Ynaée Benaben, Co-Founder, En avant toute(s); Nicki Norman, Acting CEO, Women’s Aid Federation; Beth Livingston, Gender and Behavioural Management Researcher and Academic and Stephan Bezy, General Manager, Yves Saint Laurent Beauty.


L’Oréal confirmed to TRBusiness during a Q&A session that the new campaign video will be shared at PoS in all retail channels, online and via its social media platforms. It will also be aired in public spaces in France and the UK, including at travel retail locations such as airports.



During the event, L’Oréal was keen to emphasise that IPV is a major societal issue, with approximately 1 in 3 women experiencing intimate partner violence in their lifetime.


“IPV is one of the most common forms of violence against women and includes physical, sexual, financial, and emotional abuse, as well as controlling behaviours by an intimate partner,” said L’Oréal.


“In the United States, United Kingdom and France, one woman is killed by her partner every three days. Globally, more than 600 million women are living in a country where intimate partner violence is not considered a crime.


“Intimate Partner Violence affects individuals from all socioeconomic, religious, and cultural groups, however, women are most at risk, with the highest rates seen among young adults aged 16-24.”


According to research seen by L’Oréal, intimate partner violence prevalence rates have increased by 30 to 60 percent as a result of the Covid-19 pandemic.


“Many women have been living in lockdown with an abusive partner and have been unable to seek support from expert organisations, friends, loved ones and colleagues,” said the beauty giant.


“Research shows that IPV comes with key warning signs. If these signs can be detected earlier, we may be able to recognise it better and seek or offer help. YSL Beauty aims to do its part in raising awareness of these common signs.”


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