YSL Beauty, the beauty division of renowned luxury brand Saint Laurent, introduces its new global campaign “Don’t Call It Love,” part of the anti-violence initiative on women “Abuse Is Not Love.”
he campaign film tells a seemingly perfect Parisian love story in which the signs of abuse are hidden in plain sight. YSL Beauty’s goal is to raise awareness of the dynamics of domestic violence and invite the public to reflect on what healthy love really means. Through this narrative, the brand strives to dismantle toxic stereotypes often perpetuated by the media and promote a more conscious representation of relationships.
According to global data, intimate partner violence is the most prevalent form of violence against women, with an estimated 736 million women affected worldwide. Often, abusive behaviors are mistaken for loving gestures, contributing to the normalization of harmful dynamics.
Since the launch of the “Abuse Is Not Love” program in 2020, YSL Beauty has allocated more than €5.2 million to local nonprofit organizations and trained more than 1.3 million people in more than 25 countries. This initiative has had a significant impact in training young people and supporting vulnerable communities.
The campaign, directed by award-winning French director Léa Ceheivi, subverts the typical patterns of communication in the luxury sector. The video shows a couple embodying elegance and glamour, but as the story progresses, subtle signs of abuse emerge. The narrative is interrupted with a direct question to viewers, “Have you noticed the signs of abuse in this film?” Immediately thereafter, scenes are rewound, revealing the hidden clues of psychological, emotional, and physical violence.
The media portrayal of toxic relationships is often trivialized or even idealized. With “Don’t Call It Love,” YSL Beauty is committed to changing this perspective, promoting greater awareness and stimulating discussion about healthier relationships.
