Love or Control? YSL Beauty Reveals the Truth About Relationships

YSL Beauty has launched a new global campaign called “Don’t Call It Love,” which is part of their ongoing Abuse Is Not Love initiative. The campaign focuses on raising awareness about intimate partner violence (IPV) by showcasing how warning signs of abuse can be hidden in everyday romantic situations. The story begins as a seemingly perfect Parisian romance, with glamorous parties, romantic walks, and intimate moments between a couple. However, as the story unfolds, subtle signs of abuse start to appear.

The film takes an unexpected turn towards the end, asking viewers, “Did you see signs of abuse in this film?” and then rewinds to highlight the signs that were previously hidden in plain sight. This powerful message aims to help people recognize the often subtle and hidden nature of abuse, which doesn’t always involve physical violence but can start with control, jealousy, and emotional manipulation.

Since launching the Abuse Is Not Love program in 2020, YSL Beauty has invested over €5.2 million in local NGO partnerships and trained more than 1.3 million people across 25+ markets. The brand’s goal is to raise awareness and educate people about intimate partner violence and its subtle warning signs.

YSL Beauty’s campaign is different from traditional luxury ads, as it doesn’t just focus on beauty and glamour. It challenges the conventional idea of love by highlighting how abusive behavior can sometimes be mistaken for passion. By using the visual language of romance, the campaign shows that unhealthy behaviors often go unnoticed because they are romanticized in media and culture.

The film was directed by Léa Ceheivi, a renowned French filmmaker, known for working with famous music artists and luxury brands. The cinematography was done by Nicolas Loir, a well-known director of photography in the music industry. The campaign also had the support of Dr. Sara Kuburic, a psychotherapist, who provided expertise to ensure the message was handled sensitively.

Through this campaign, YSL Beauty is calling for a change in how society views relationships, aiming to break the myth that abusive behaviors can be justified as love. It encourages people to recognize the early signs of abuse and take action before it escalates. The brand hopes that, by creating these conversations, they can help people make healthier choices in their relationships and support those who need help.

YSL Beauty is continuing its commitment to fighting intimate partner violence and supporting victims. By shifting the narrative around love, the brand is using its platform to drive positive change and inspire people to think critically about the relationships they see in media and their own lives.