Since the launch of its Abuse Is Not Love program last year, YSL Beauty has made a significant impact in educating over 100,000 young people about abusive relationships and supporting grassroots organizations. Building upon this first year initiatives, Abuse Is Not Love is now entering its next phase of growth, most notably with the expansion of its partnerships with non-profit organizations in 17 countries across four continents. The brand will also launch a new online training tool this month to provide resources and support for those in abusive relationships, as well as providing tools for those looking to become allies.
Abuse Is Not Love Program Rolls Out Its Next Phase of Global Expansion
The Abuse Is Not Love program launched in 2020 with three major partnerships with non-profit organizations in the United States, United Kingdom, and France. This year, the program has expanded its reach to include grassroots partnerships in 14 additional countries, bringing the total to 17. These local partnerships are focused primarily on offering education sessions about the nine key signs of IPV, raising awareness about how to intervene when a loved one is in an abusive relationship. So far, over 100,000 people have been trained both within and by non-profit organizations (including 4,716 people within L’Oréal and Yves Saint Laurent Beauty’s teams), with the goal to train 2 million people by 2030.
“This impressive rate of expansion illustrates our brand’s unwavering commitment to combating IPV on a global scale,” states Stephan Bezy, International General Manager, Yves Saint Laurent Beauty. “At Yves Saint Laurent Beauty, we firmly believe in supporting women’s freedom and independence. In learning about the pervasive nature of IPV and about how the signs of abuse are often hidden in plain sight, our brand is more motivated than ever to continue the program’s expansion, supporting non-profit organizations worldwide.”
An Ambitious Communications Platform to Share Education and Resources
A significant component of the brand’s global engagement agenda is the launch of the Abuse Is Not Love website. The website, created in partnership with leading scholar Dr. Beth Livingston (a US-based gender and diversity academic who has conducted research as part of the Abuse is Not Love program), will be accessible to all countries, providing training sessions and educational resources to victims of abusive relationships and those looking to become allies. The website’s training tool will help people understand the multifaceted nature of abusive relationships, the signs of an abusive relationship, and guidance on how to leave or help a loved one leave an abusive relationship. More information is available via the program’s site: abuseisnotlove.com, which will be released soon.
Looking Ahead: Ambitious Goals to Combat an Urgent Global Issue
Intimate Partner Violence (IPV) remains one of the most common forms of violence against women, with nearly 1 in 3 women globally experiencing IPV and/or sexual violence at least once in their lifetime.1 To continue to address this issue, Yves Saint Laurent Beauty plans to further expand the Abuse Is Not Love Program in 2022 and through to 2030. This sustained momentum will only bring the brand closer to its 2030 goal of training 2 million people worldwide on the signs of abuse; research shows that IPV comes with key warning signs and if these warning signs can be detected earlier, individuals may be able to better recognize abusive behaviors and seek or offer help.2
A New Educational Campaign with Ambassador Zoë Kravitz
The 2021 campaign roll-out will include an awareness video featuring YSL Beauty ambassador Zoë Kravitz, who is an important advocate for the cause and who has supported the Abuse is Not Love program since its launch last year. Along with this video, the brand will also launch a series of 9 animated videos about the nine signs of abuse, which will be shared on YSL Beauty’s platforms.
