YSL Beauty's 'Don't Call it Love' campaign film, launched in conjunction with International Women's Day, diverges from typical luxury brand advertising by targeting the critical issue of domestic abuse. Part of the 'Abuse is Not Love' program initiated in 2020, the film presents a narrative filled with romantic imagery that gradually reveals subtle signs of intimate partner violence. Through this subversion, YSL seeks to educate and promote healthy relationships while supporting NGOs dedicated to helping individuals affected by abuse.
YSL Beauty's campaign film 'Don't Call it Love' skillfully subverts perfume commercial norms to raise awareness on domestic abuse, aligning with their 'Abuse is Not Love' initiative.
The film highlights warning signs of intimate partner violence in a seemingly romantic narrative, encouraging viewers to rethink relationships and recognize subtle forms of abuse.
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