LOVE OR CONTROL? YSL Beauty Shatters Romantic Illusions 💔💄

There's a particular kind of hush that falls over a room when beauty marketing transcends its expected boundaries. YSL Beauty's latest campaign, unveiled for International Women's Day, creates precisely this transformative silence—a moment where glossy fantasy gives way to uncomfortable recognition.

"Don't Call It Love" begins as we might expect from the house that has long married Parisian sensuality with subversive edge: a cinematic romance bathed in that unmistakable YSL golden light. A captivating woman moves through a world of sleek parties and intimate moments with a charismatic partner. The visual language is familiar—the stolen glances, the passionate embraces, the glamorous settings that have defined luxury storytelling for decades.

But beneath this seductive veneer lies the campaign's true power. As the narrative unfolds, something shifts almost imperceptibly—a possessive gesture here, an isolating moment there. The romance we thought we were watching slowly reveals itself as something more insidious.

When the film pauses to ask viewers, "Did you see signs of abuse in this film?" before rewinding to expose these moments, it creates a rare instance of beauty marketing that doesn't just reflect culture but actively interrogates it.

Dr Sara Kuburic, psychotherapist and campaign consultant, explains how media often distorts our perception of love and control. "We've become so accustomed to seeing possessiveness portrayed as passion, control framed as care," she says. "This campaign deliberately plays with those expectations, showing how easily we misread warning signs because they've been romanticised in our visual culture. Many depictions of intimate partner violence (IPV) emphasise physical aggression, but abuse often begins with more subtle, insidious behaviours—coercive control, gaslighting, isolation, and degradation."

She highlights the long-term impact IPV can have on survivors. "Trauma responses—hypervigilance, emotional numbness, and distrust—can become ingrained, making future relationships challenging. There’s also a deep existential impact: a loss of identity, feelings of worthlessness, and the struggle to rebuild a sense of self after prolonged abuse."

She also stresses the need for media to reshape narratives around love. "When we repeatedly see jealousy depicted as passion or control framed as care, it blurs the line between affection and coercion. Campaigns like this serve as vital counter-narratives, challenging collective beliefs about love and the myth that recognising warning signs is always easy."

Award-winning French director Léa Ceheivi brings a cinematic depth to the campaign, creating scenes that feel both intimate and unsettling. Cinematographer Nicolas Loir uses lighting to mirror the emotional landscape of controlling relationships—shadows falling across faces, spaces subtly closing in. The result is a beauty campaign that feels more like an art film with a deeper message.

Sophie Francis-Canfield, Head of Policy at Women's Aid, acknowledges how important campaigns like this are in shifting public perception. "At a time when one in three women worldwide will experience IPV in their lifetime, YSL Beauty's campaign acts as both an educational tool and a call to action, urging people to recognise the nine key warning signs of abuse. Our research shows us that as we raise awareness of coercive and controlling behaviour, and the societal norms which underpin domestic abuse, we can also raise awareness of the harm it causes."

She also highlights the systemic challenges survivors face. "Survivors continue to face the challenge of their risk being misinterpreted or misunderstood, overlooking the escalating patterns of abuse. Many feel let down by the criminal justice system, as only 5.4% of domestic abuse cases reported to the police result in a charge. We need decision-makers to work alongside domestic abuse services to ensure that survivors’ experiences are taken seriously and that they receive the protection and justice they deserve."

Beyond public awareness, she calls for a broader societal response: "We need a whole-society approach—one that ensures survivors can access the help they need while also prioritising prevention. More investment in early intervention, education, and specialist services is essential."

What sets YSL Beauty's approach apart is its long-term commitment. Since launching "Abuse Is Not Love" in 2020, the brand has invested over 5.2 million euros in local NGO partnerships and trained more than 1.3 million people across more than 25 markets.

For a brand that has always stood for provocation and liberation, this campaign feels like a natural evolution. Just as Yves Saint Laurent redefined women's fashion by introducing tuxedos for women, YSL Beauty is redefining beauty marketing by confronting harmful narratives about love and control.

Rather than sensationalising abuse or presenting survivors as victims, the campaign speaks in the visual language of desire and aspiration before deliberately disrupting it. It challenges consumers to rethink the romantic narratives they've absorbed through film, music, and literature.

As more people seek authentic connections with the brands they support, YSL Beauty offers more than just another awareness campaign. "Don't Call It Love" encourages us to sharpen our awareness, question what we see in media, and, most importantly, recognise the difference between love and control.

But awareness alone is not enough. Real change comes from action—challenging outdated beliefs, supporting survivors, and holding abusers accountable. It’s about teaching the next generation that love should never come at the cost of autonomy or safety. Because recognising the warning signs is just the first step. The real challenge is ensuring that fewer people ever have to experience them in the first place.

And perhaps that’s the most radical beauty statement of all.

To learn more about recognising the warning signs of abuse or to access support resources, visit abuseisnotlove.com.