YSL Beauty Unveils Don’t Call It Love Film to Combat Abuse

YSL Beauty has introduced a global campaign, “Don’t Call It Love,” as part of its Abuse Is Not Love initiative.

It illustrates a picturesque Parisian love story that appears perfect on the surface, yet subtly embeds clear warning signs of abusive behavior. These signs, cleverly interwoven into the narrative, aim to raise awareness and foster understanding about the often-overlooked realities of domestic violence.

The brand launches this campaign to inspire a collective reimagining of love, focusing on healthier, more empowering representations while challenging narratives perpetuating toxic relationship norms.

Intimate partner violence (IPV) continues to be the most widespread form of violence against women, affecting around 736 million women and girls globally, while society frequently misrepresents the behavior as “love.”

Since the inception of the Abuse Is Not Love programme in 2020, YSL Beauty has contributed over €5.2 million to local NGO partners, while more than 1.3 million individuals across 25+ markets have benefited from training and support.

The initiative has significantly advanced efforts to educate young individuals about IPV and strengthen grassroots organizations across the globe.

The brand shared that the campaign “creatively challenges the timeless standards of luxury advertising.” The individuals featured exude “an air of elegance and irresistible charm at first glance.”

We are told that “as the story unfolds, a quiet sense of unease takes shape. Gradually, almost invisibly, signs of abuse surface, intricately embedded within the seemingly romantic moments. The narrative draws viewers in with its charm, only to gently disrupt them with an escalating feeling of discomfort.”

The film suddenly pauses, confronting viewers with the question: “Did you notice the signs of abuse in this story?” It then rewinds, uncovering the hidden indicators of abuse embedded within each seemingly romantic scene.

YSL stated that “media depictions of toxic relationships frequently romanticise, downplay, or even glorify abusive behaviors, influencing young people’s perceptions of what constitutes a healthy relationship.”

Award-winning French film director Léa Ceheivi, celebrated for her collaborations with music icons Justice and luxury brands, led the creative vision for the campaign.  Nicolas Loir, a director of photography celebrated for his work in the music industry with artists like Blaze and in the luxury sector; and Dr. Sara Kuburic, the lead film consultant and psychotherapist widely recognized as the Millennial Therapist.

Through its Abuse Is Not Love program, YSL Beauty reinforces its commitment to raising awareness, educating individuals, and empowering grassroots organizations worldwide. This initiative goes beyond creating a temporary buzz, as it strives to inspire systemic change in how society perceives and represents love, emphasizing respect, equality, and mutual care as the cornerstones of healthy relationships.

By blending artistry with advocacy, YSL Beauty not only amplifies the voices of survivors but also urges everyone to take action—whether by recognising the signs of abuse, fostering empathy, or supporting efforts to combat intimate partner violence. With this campaign, YSL Beauty reminds us that love, in its truest form, should be a source of strength, not harm.

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