ABUSE IS NOT LOVE ABUSE IS NOTLOVE Intimate Partner Violence (IPV) is a global crisis. It is also one of the most common forms of violence against women and includes physical, sexual, and emotional abuse and controlling behaviours by an intimate partner. To prevent IPV, Yves Saint Laurent Beauty has launched an international programme, Abuse in Not Love. Brune Buonomano, CEO BETC Etoile Rouge, tells us more. Why was the Abuse is Not Love programme launched? between countries, but above all to be as close as possible to the problem. In the United Kingdom, the brand is working According to the United Nations, a woman is killed by with Women’s Aid: a federation of 250 organisations that their partner every three days in the United States. And it provide assistance to women victims of domestic violence. is estimated that 30% of women will experience Intimate In the United States, YSL Beauty joins forces with It’s on Us: Partner Violence in their lifetime. In response to these an association that actively fights against sexual assaulton alarming statistics, Yves Saint Laurent Beauty, whose campuses and promotes the concept of consent. In France, brand heritage is closely linked to the defense of women’s the brand has partnered with En avant toute(s), a group that freedom and independence, decided to use their power promotes equality between women and men and fights against of voice and launch an international programme to fight gender based and anti-LGBTQIA+ violence. The programme against IPV. will be extended to several other countries around the world in the next few years. How does the programme work? Yves Saint Laurent Beauty called on BETC Etoile Rouge Abuse is Not Love is based on three pillars: it provides to create the programme’s associated communication financial support, to enable NGO partners to inform, prevent, campaign. Can you tell us about the first awareness raise public awareness and support their actions; training campaign that launched recently? of the brand’s internal teams up to in-store sales advisers, who are on the front line, to understand the nature of violence The campaign highlights the potential dangers and nine key within couples; and the development of enlightened leadership warning signs of an abusive relationship to help people take through contribution to studies on young people and IPV action in the face of such behaviour. It is illustrated as an ode prevention. By 2030, Yves Saint Laurent Beauty aims to scale to true love. The heart, a universal symbol of love and a healthy up its action and educate 2 million people around the world on relationship, but also a symbol strongly associated with and IPV. dear to the brand, is systematically shattered by the nine key signs of an abusive relationship. We are very proud to support What are some examples of the programme’s initiatives Yves Saint Laurent Beauty in this fight which is particularly around the world? close to our own hearts. It is more crucial than ever that brands and their agencies use their power to support causes as The programme was created in partnership with local important as this one. associations in order to take into account cultural differences 31 DARE!