YSL Beauty subverts luxury advertising to highlight domestic violence

France - YSL Beauty is challenging the conventions of luxury advertising with its latest campaign, Don’t Call It Love, which raises awareness of intimate partner violence, a global issue affecting one in three women (source: World Health Organization). 

Released in time for International Women’s Day, the film initially presents a glamorous Parisian romance, unfolding through elegant, cinematic scenes. However, as the story progresses, unease creeps in. The final scene stops abruptly asking the viewer, ‘Did you see signs of abuse in this film?’ The story then rewinds, revealing hidden signs such as stalking, control and manipulation. 

Manon Ergin, vice-president of global communications and image at YSL Beauty, explains the brand’s stance, ‘Intimate partner violence goes against women’s freedom, strength and empowerment and therefore stands in direct opposition to our values.’ 

The campaign is part of YSL Beauty’s Abuse Is Not Love programme, which was launched in 2020 and works with non-profit organisations to prevent intimate partner violence. By subverting traditional luxury storytelling in this campaign, YSL Beauty aims to spotlight abuse that is hidden in plain sight and empower viewers to recognise the signs before it escalates. 

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