YSL Beauty: Abuse is Not Love

According to the United Nations, a woman is killed by their partner every three days in the United States. This alarming statistic is part of the global crisis of Intimate Partner Violence (IPV), something that 30% of women will experience in their lifetime*. In response, Yves Saint Laurent Beauty, whose brand heritage is closely linked to the defense of women’s freedom and independence, has decided to launch an international program to prevent Intimate Partner Violence. Yves Saint Laurent Beauty called on agency BETC Etoile Rouge to create the program’s associated communication campaign, including the name, logo and visual identity. In September 2020, Yves Saint Laurent Beauty launched Abuse is Not Love, a program created in partnership with local associations in order to take into account cultural differences between countries, but above all to be as close as possible to the problem. In the United Kingdom, the brand is working with Women’s Aid: a federation of 250 organizations that provide assistance to women victims of domestic violence. In the United States, YSL Beauty joins forces with It’s on Us: an association that actively fights against sexual assault on campuses and promotes the concept of consent. In France, the brand has partnered with En avant toute(s), a group that promotes equality between women and men and fights against gender based and anti-LGBTQIA+ violence. The program will be extended to several other countries around the world in the following years.