YSL is hailed in China for its campaign against violence against women

French luxury fashion house Yves Saint Laurent’s beauty line has caused a stir in the world of Chinese social media with its “Keep the border for intimacy, while love knows no bounds” campaign. on the International Day for the Elimination of Violence against Women.

YSL’s campaign against violence against women in China

Three female celebrities have joined this online educational initiative, including Chinese-Canadian singer Kelly Yu and singer Dany Lee. Qiu Tian also appeared in a campaign clip where they discuss potential violence against women and give advice on how to protect them if they find themselves in this situation.

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You can access the quiz online via WeChat. You can find out if you are at risk of being involved in an abusive relationship. Users also learn to set boundaries, and to end a dangerous relationship if necessary.

The initiative is part of YSL Beauty’s larger global charity project, ABUSE NOT LOVE, which was launched in 2020 by the brand with a focus on university students. It raises awareness of the potential for intimate partner violence.

The L’Oreal-owned beauty unit has partnered with and the China Women’s Development Foundation, with additional technology support provided by the Institute of Psychology CAS Center for Mental Health Applications. This led to the creation of the WeChat mini-program.

YSL’s struggle campaign on WeChat

The launch of the campaign coincided with the sentencing of Kris Wu, the former Chinese pop singer, on November 25. Convicted of multiple rapes, the Chinese-Canadian artist was sentenced to 13 years in prison by the Chaoyang District People’s Court in Beijing. Wu’s misfortune propelled China’s women’s rights movement to new heights.

With women’s rights in the spotlight in the country, the timely launch of the campaign helps to make her voice heard. The campaign hashtag received nearly 1.6 million views on Chinese microblogging site Weibo as of November 29. YSL can win over female audiences by engaging in women’s empowerment as they take more active steps to defend their rights.

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