This International Women’s Day, YSL Beauty is taking a stand against intimate partner violence (IPV) with the launch of its thought-provoking global campaign, Don’t Call It Love. As part of the brand’s Abuse Is Not Love program, this campaign aims to shed light on the hidden warning signs of abuse and challenge toxic relationship norms that are often normalized in popular culture.
The film: A Love Story with a Dark Truth
At first glance, the campaign appears to depict an idyllic Parisian romance, unfolding through beautifully crafted scenes of glamour and passion. The couple—she, a beautiful and confident young woman; he, a charming yet enigmatic man—embody the timeless elegance associated with luxury advertising. Yet, beneath the surface, a sense of unease builds.
Subtle yet alarming signs of control and manipulation emerge, into the narrative. The campaign’s pivotal moment comes when the film abruptly stops, asking: “Did you see the signs of abuse?” The story then rewinds, this time highlighting the red flags that were hidden in plain sight. By doing so, YSL Beauty educates audiences about behaviors that often precede physical, emotional, or psychological abuse—behaviors that are all too often mistaken for love.
A Global Crisis
The statistics behind this initiative are staggering: one in three women worldwide experience IPV in their lifetime, with young people at the highest risk. IPV remains the most widespread form of violence against women, affecting over 736 million women and girls globally. Despite its prevalence, abusive behaviors are frequently romanticized in media and relationships, reinforcing a culture where controlling or coercive actions are dismissed as passion or devotion.
Since launching Abuse Is Not Love in 2020, YSL Beauty has dedicated more than 5.2 million euros to support local NGO partners and has trained or supported over 1.3 million people across 25+ markets. This new campaign represents a bold continuation of the brand’s mission to dismantle myths about IPV and drive real change.
Exposing Abuse in Plain Sight
By subverting traditional luxury advertising tropes, Don’t Call It Love confronts audiences with a crucial reality: abuse is not always loud or obvious. It can manifest in small, insidious ways—through excessive jealousy, isolation, intimidation, or even financial control.
To help people recognize IPV before it escalates, the Abuse Is Not Love program works alongside grassroots organizations to educate individuals about the nine key warning signs of abusive relationships. Through wide-scale awareness campaigns, YSL Beauty is committed to breaking the silence and equipping individuals with the language and knowledge to identify and confront IPV.
A Collective Call to Action
Beyond raising awareness, the campaign encourages action. By redirecting audiences to resources and NGO partners, YSL Beauty ensures that this initiative extends beyond a single campaign—it fosters a movement. The brand’s partnership with experts, including Dr. Sara Kuburic (widely known as the Millennial Therapist) and organizations like En Avant Toute(s) and It’s On Us, solidifies its commitment to addressing IPV at multiple levels.
Challenging Harmful Relationship Norms
Media and entertainment have long blurred the lines between love and control, inadvertently shaping unhealthy relationship perceptions. Don’t Call It Love directly challenges these harmful narratives, advocating for a new cultural standard—one where love is built on mutual respect, trust, and freedom, not control and fear.
“As a leading international beauty brand, we have a responsibility to take a stand, to not only reflect culture but to actively shape it,” says Manon Ergin, Global Communications and Image Director at YSL Beauty. “With Abuse Is Not Love, we’re challenging harmful narratives and raising awareness to shift perceptions about abusive relationships.”
Rewriting the Narrative
Don’t Call It Love is more than a campaign—it is a global call to action. By leveraging its platform, YSL Beauty seeks to dismantle stereotypes, raise awareness, and offer tangible support to those affected by IPV. As this campaign gains momentum, it serves as a reminder that love should never hurt, control, or instill fear.
Because abuse is never love—and YSL Beauty is committed to ensuring the world never mistakes it as such.
To learn more about Abuse is Not Love, or if you or someone you know is experiencing abuse and needs immediate assistance, please consult the list of domestic violence helplines at
