YSL Beauty's IWD ad: A masterclass in authentic activism or a short-term ploy?

Yves Saint Laurent (YSL) Beauty has released a powerful global campaign this International Women's Day to address the signs of abuse in relationships. Titled "Don't call it love", the near-two-minute ad features a couple who, at first glance, seem to be in a happy and healthy relationship. 

The ad follows various moments from the couple's lives, from a night-out with friends to casual walks around the city. Towards the end of the video, an on-screen caption appears, asking audiences if they noticed signs of abuse in the film. The clip then replays those same moments, showing how seemingly normalised behaviour may be signs of intrusion, stalking, manipulation and isolation. 

"When we romanticise toxic behaviours, we normalise abuse. Whether it’s physical, sexual, psychological, or financial, abuse is abuse. And abuse can come with warning signs," the caption read. YSL Beauty also stated that one in three women experience abuse in their lifetime. 

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Industry reactions

On the creative front, industry professionals told MARKETING-INTERACTIVE how the ad does well by revealing the true story of the piece and dramatising the telltale signs of an abusive relationship.

At first glance, Graham Hitchmough, chief operating officer at The Bonsey Design Partnership said the ad was reminiscent of the recent "It ends with us" film adaptation, with its accusations of romanticising abusive relationships and alleged abuses behind the camera. However, while YSL's film leans into a similar glossy Hollywood aesthetic, Hitchmough noted that it does so in an artful and effective way. 

Echoing similar sentiments, Tay Guan Hin, APAC regional director of The One Club said the brand didn’t just deliver another polished, high-fashion film, they artfully used familiar luxury aesthetics to attract our attention, only to unveil the unsettling reality of IPV.

"The striking contrast between the glossy perfection we often expect and the uncomfortable truths we frequently overlook makes this very unnerving but powerful message," he added. 

However, Fiona Bartholomeusz, managing director of formul8 said while the ad makes you re-assess the man’s actions and realise that it is ultimately toxic behaviour, it doesn’t close the loop, especially if the outcome should be about awareness, education, action and empowerment.

"It’s good to recognise the signs of abusive behaviour even if its nuanced and not outwardly physical but more mental and emotional, yet somehow, I think YSL missed an opportunity because it doesn’t address how the woman can effect change for herself," she added. 

In fact, Bartholomeusz said it may be more damaging for a makeup brand to be associated with an anti-abuse campaign, as society normally associates makeup with covering up the signs of violent abuse. 

"For me, a better brand fit would be someone like Nike who has consistently supported women’s rights and causes, the notion that women can do anything if they put their minds and muscle to it," she said. 

Put your money where your mouth is

The biggest mistake brands often make when addressing social issues in campaigns is treating them like marketing trends, such as Pepsi's controversial ad in 2017 featuring model Kendall Jenner, where the brand was accused of trivilaising the "Black lives matter" movement. 

This highlights the importance of ensuring that brand activism goes beyond superficial gestures, aligning instead with a deeper, sustained commitment, something YSL Beauty appears to be attempting to do. 

In this case, the YSL ad is part of the brand's "Abuse is not love programme", launched in 2020 with an aim at helping to combat intimate partner violence (IPV) by supporting the prevention programmes of its non-profit partners. In a statement released at the time, YSL Beauty said the programme is built around three key pillars:

1. Funding academic research on the topic to develop thought-leadership around youth and prevention
2. Educating two million people on the common signs of IPV through international partnerships
3. Training YSL Beauty employees and beauty advisors on IPV in the workplace.  

In a statement released during the programme's launch, Stephan Bezy, internation general manager at YSL Beauty said, "Supporting women, especially when it comes to their independence, is central to the way the brand acts. IPV hinders the safety, wellbeing and independence of women. It therefore felt very natural to work on an issue that stood in opposition to our core values and beliefs."

This commitment to core values appears to extend beyond words, as Hitchmough noted that the YSL team seemingly took careful steps to ensure their message was both accurate and responsibly portrayed and not overwhelmed by the glossiness of the visuals.

"That’s really the key with high profile cause-related marketing efforts such as this, they can be dramatic, they can even be performative to a degree, but they have to align aesthetics with expertise," he added. 

Despite YSL Beauty's efforts to make an impactful stance, Bartholomeusz believes the brand should have used the direction that abuse, in any form is ugly, noting that it isn't clear how sustained this activism is by YSL and if it’s just a short-termed ploy to improve their social capital.

"I don’t really see a natural association between a make-up brand and an anti-abuse campaign as it might be seen as their products, in the spot, being used just to propagate the notion that she feels the need to look attractive for the man and not for herself," she said.

More than just a cash grab

YSL Beauty has seemingly taken steps to prove that it is not just here for an easy cash grab, but how can brands create authentic, impactful campaigns without losing sight of their core values? Tay urged brands to invite actions, not just awareness, by giving audiences clear ways to engage. 

When a powerful campaign moves beyond just telling to empowering, that’s when it makes a real difference.

He also noted the importance of picking the right platforms by engaging on platforms where genuine conversations can occur, rather than just keyboard warriors commenting on subjective and irrelevant remarks.

Similarly, Hitchmough said that it should never be the brand’s priority to put itself in the spotlight, but to shine that light as long and powerfully as possible on those that need to be heard, supported, or educated.

Speaking on the issue of abuse, Bartholomeusz touched on the importance of inclusivity, and why brands should not be stereotyping the matter. 

"Independent, strong women can also be victims of manipulation and emotional abuse. Not just passive women who fall under the control of domineering men," she added. 

Bartholomeusz also urged brands to address not just the victim, but also educate the abuser who may not realise the impact of their actions and behaviours. 

"'Abuse' is a very strong word and sometimes the behaviour doesn’t warrant that label or stigma, but it could be prevented from escalating if one can recognise the signs and seeks access to resources for therapy and advice, alone and as a couple," she said.

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