YSL Beauté increases abuse program not love – WWD

NEWYORK – YSL Beauté is enhancing its Abuse Is Not Love program, launched last year to combat intimate partner violence.

“Freedom is one of the key brand values, and intimate partner violence is in direct opposition to [that],” said Stephan Bezy, international general manager of Yves Saint Laurent Beauté, at L’Oréal. “One in three women will be abused by an intimate partner in their lifetime.”

He said the brand always aims to be in sync with the times, with the development of society and especially the movement to fight for women’s rights.

“We must act to change this astonishing statistic,” he continued. “We believe that women should have the freedom to be whoever they want to be. To be free, to be independent. ”

To date, the Abuse Is Not Love initiative has educated more than 100,000 young people about abusive relationships and supported grassroots organizations. Of those, 4,716 people at L’Oréal, including YSL Beauté, were trained.

The goal is to train 2 million people by 2030.

In the next phase of development, the program will expand its partnerships with nonprofits in 14 other countries, bringing the total to 17 on four continents.

A new online training tool, providing resources and support for those in abusive relationships, as well as tools for people to continue to find the cause, is launching this month on the site. program website.

The international training website, abuseisnotlove.com, was created with non-profit organizations and international experts in mind, such as Beth Livingston, a gender and diversity researcher and academic based United States.

Local partnerships hold educational sessions on the nine key signs of IPV and raise awareness about how to help when someone close is in an abusive relationship.

“While we haven’t been able to eliminate IPV on a large scale, we pride ourselves on having concrete impact and creating a dialogue,” Bezy said.

He added: “There are a lot of challenges that come with running a show like Abuse Is Not Love. We must always fit the cultural context of each of our markets, which means finding the right local partners to [carry out] prevention in a reliable and authentic way, using language that is appropriate and accessible, and engaging [people to instigate] real change.

“We have to address a real need for women, not a need we perceive it to be,” Bezy continued. “We must continue to question whether our actions are accessible and clear enough.”

The CEO said: “We also continue to discuss with young people through [our] ambassador Zoë Kravitz, as she talks about the fine line between healthy and unhealthy relationships. “

Kravitz will feature in an awareness video, and YSL Beauté will launch nine animated videos of each of the nine signs of abuse, which will be accessible across the brand’s platforms.

In 2020, the Abuse Is Not Love initiative was introduced with three key partnerships with nonprofits in the US, UK and France.

For more, see:

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