In a move that might raise a few impeccably groomed eyebrows, YSL Beauty has launched “Don’t Call It Love,” a campaign aimed at unmasking the subtle signs of intimate partner violence (IPV). Premiering on International Women’s Day, this initiative seeks to challenge the often-romanticized portrayals of toxic relationships in media.
A Parisian Love Story with a Dark Twist
The campaign’s centerpiece is a film that initially seduces viewers with the allure of a quintessential Parisian romance. However, as the narrative unfolds, the glossy veneer cracks to reveal unsettling behaviors—control, manipulation, and isolation—that are frequently misinterpreted as expressions of love. The film halts abruptly to pose a poignant question: “Did you see the signs of abuse?” It then rewinds, spotlighting the red flags that were hidden in plain sight.
The Reality Behind the Glamour
While YSL Beauty is renowned for its luxurious image, this campaign confronts a stark reality: one in three women globally will experience IPV in their lifetime. Despite the prevalence, such behaviors are often trivialized or even glorified in popular culture, leading to dangerous misconceptions about what constitutes a healthy relationship.
A Commitment Beyond Cosmetics
Since the inception of its “Abuse Is Not Love” program in 2020, YSL Beauty has reportedly donated over €5.2 million to local NGOs and claims to have trained or supported more than 1.3 million individuals across 25 countries. These efforts aim to educate young people about the warning signs of abusive relationships and empower grassroots organizations.
The Creative Minds Behind the Message
The campaign enlisted the talents of director Léa Ceheivi, director of photography Nicolas Loir, and Dr. Sara Kuburic, a psychotherapist known as the “Millennial Therapist.” Their combined expertise strives to ensure the film’s portrayal of IPV is both authentic and impactful.
A Call to Redefine Love
“Don’t Call It Love” serves as a reminder that love should never be synonymous with control or fear. By leveraging its influential platform, YSL Beauty challenges the beauty industry and society at large to reflect on the narratives we consume and perpetuate. After all, if a brand built on allure and desire can confront such uncomfortable truths, perhaps it’s time we all took a closer look at the stories we tell about love.
CREDITS
Agency: BETC Étoile Rouge
President and Head of Creation at BETC: Stéphane Xiberras
Executive Creative Director at BETC Étoile Rouge: Florence Bellisson
Vice President at BETC Étoile Rouge: Marine Hakim
Creative Director: Aurelie Scalabre & Romain Pergeaux
Account Director: Mathilde Durillon
Account Manager: Charlotte NAEPELS
Vice President & Head of Production: Fabrice Brovelli
Creative Producer: Jennifer Braux
Post Producer: Sarah Dufief
Film Director: Léa Ceheivi
DOP: Nicolas Loir
Film Consultant – doctor of psychotherapy: Dr. Sara Kuburic
Casting : Ikki Casting
Actors: Max Daunay & Jade Faye
Production Company: Aswan
Producer: Ousmane Ly
Production Manager: Pénélope de la Iglesia
Sound Studio: GUM
Music Creative Director: Adam Ghoubali
Music Artist: Haelos
Title: Pray
Post-Production House: Poster
