Should big brands have a commitment to advocating for social issues? YSL has committed to making an impact outside of fashion and beauty. The development and launch of their campaign, “Abuse is Not Love” involves collaboration with non-profit organizations to prevent and fight against intimate partner violence, as stated on their website. They have created a significant goal of educating two million people by 2030. In the effort to reach this goal, they are investing in education, funding, and training. By offering resources and support for grass-roots organizations around the globe they are creating a path to helping those who are currently experiencing domestic violence.
In order to further the impact and reach younger audiences, such as Gen Z, YSL has taken a step to partner with influencers that align with the campaign’s vision. Recently, they hosted a livestreamed panel including advocates and experts who engaged in thoughtful, solutions-based conversations on the topic. Influencer and featured panelist, Mikai McDermott, also happens to be a feminist researcher with an educational background on the subject. She spoke on the issues at hand and used her platform to promote the partnership and mission behind the campaign. During this panel, they also launched a new initiative of the program that will involve providing educational content to schools and communities, titled “Decoding Love Leaflets”. Juleah Love, YSL Beauty’s head of global corporate brand engagement, highlights the importance of the campaign's comprehensive initiatives in an interview with Personal Care Insights, “As a brand dedicated to supporting women’s emancipation and liberation, we will continue to align our actions with our values and support organizations on the ground to prevent IPV (Intimate Partner Violence) and create wide-scale awareness campaigns to help de-stigmatize this issue.”
YSL is only one example out of many brands who have decided to use a part of their resources to enact positive change. Although we celebrate these movements, there is still room for other brands to follow suit and engage in the myriad of social issues such as IPV that persists globally. With great income comes great responsibility that many urge should be used for more than personal benefit. Do we think other brands are taking notes? Will these types of initiatives have a greater impact on the industry?
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