Would it shock you to know that 6.2 million Canadian women age 15 and older have reported abuse at the hands of their partners?
Intimate partner violence (IPV) – defined by the Women and Gender Equality Canada as a pattern of physical, sexual, emotional, economic and/or psychological harm within a current or former romantic relationship – has repercussions for its victims on all levels, including their employment. Based on a study by the Occupational Safety and Health Research Institute, almost 40% of those who had experienced domestic abuse shared that it was difficult for them to make it to work, and 8.5% even lost their jobs because of it. And when it comes to the financial toll that IPV takes on society at large, the Government of Canada bills the cost of managing its aftermath at roughly $7.4 billion.
The issue is pernicious, pervasive, taxing. And YSL Beauty, YSL’s cosmetics line owned by L’Oréal, is very much on board with helping to combat it on a global scale.
“IPV is a widely spread issue, and in the spirit of our founder [Yves Saint Laurent], we want to fight for women’s independence and freedom, as he did,” explains Juleah Love, YSL Beauty, global head of brand corporate engagement at L’Oréal. “We believe that, as an international brand with a large reach worldwide, especially to younger generations, we have a role to play to help enact positive change. In 2020, we officially announced the launch of ‘Abuse Is Not Love.'”
The “Abuse Is Not Love” program aims to raise awareness about IPV and galvanize necessary systemic change. And the brand’s values, including empowerment and audacity, inherently coincide with the ongoing battle for women’s liberation. “Advocating for individuals to lead their lives free from violence seamlessly aligns with YSL Beauty’s brand positioning. In essence, the commitment to combatting abuse resonates authentically with our principles and purpose,” says Love.
In practical terms, “Abuse Is Not Love” operates through three pillars: educating, training and publishing. This means supporting local non-profit organizations to educate people on the signs of IPV through international partnerships, training YSL Beauty employees and advisors to better understand the topic with concrete resources and publishing thought leadership in order to generate continued public awareness. Additionally, the “Abuse Is Not Love” website offers up a database of it’s international partners should one need to connect in person.
And ever since it’s inception, it’s been steadily successful in that mission. For example, YSL Beauty featured a thought piece in the Harvard Business Review which covered the importance of IPV awareness within organizations and offered guidance for managers on how to provide support. “Today, we have over 25 grassroots partners in over 25 markets,” shares Love, “We have been able to benefit over 911,ooo people either through support or training in our programming. Our longterm goal is to support or train two million by 2030.”
Having rolled out the program around the world, including North America, Europe, Asia and Africa, YSL Beauty’s aim is to further develop it. And right now, that means branching into Canada as well. The brand has announced a three-year commitment to collaborate with Women’s Shelters Canada, an Ottawa-based nonprofit organization. This partnership marks the Canadian launch of “Abuse Is Not Love.”
Why specifically Women’s Shelters Canada? “When we looked to launch in Canada, Women’s Shelter Canada was a natural pick as it is completely aligned with the values of the program: to help end IPV and support those who are experiencing it. We also felt a strong synergetic connection through the work we want to achieve,” says Love.
Women’s Shelters Canada serves as a national advocate for addressing and ending violence against women. And in teaming up with YSL Beauty, the focus will be on giving a voice to survivors with an initial emphasis on youth communities. By extending their support to a respected national voice for systemic change, YSL Beauty is taking a proactive stance in the fight against gender-based violence, helping prevent future instances of IPV.
YSL Beauty’s “Abuse Is Not Love” key warning signs associated with intimate partner violence.
“Domestic violence is a preventable crime, and by creating an ecosystem where people understand abuse and feel empowered to talk about it, we aim to destigmatize survivors’ experiences and reduce IPV over the long term,” highlights Love. “We want to create campaigns that are easy to understand with accessible language. Abuse can come with warning signs and if we are all aware of them we can better seek help or offer support,” says Love in reference to the campaign’s nine warning signs of abuse which can be found on the website in detail.
With a strong visibility on a variety of touchpoints, YSL Beauty is working to help end IPV. And in a world where the beauty industry holds immense influence, the brand’s commitment to its social responsibility is an example of purpose-driven marketing that walks the walk.
