YSL Beauty “Don’t Call It Love”

YSL Beauty certainly is turning upside the notion of fragrance advertising in this film launched for International Women’s Day this year.

We’ve come to expect a certain formula when it comes to a luxury perfume commercial: Soft lighting. Beautiful models moving about together in sexy movements. Gorgeous clothing. Locations of interest.

We know the formula. We see it repeat over and over, brand after brand.

Not with this spot, and not with this messaging from YSL Beauty. They are breaking the formula in a very unexpected way with a profound message you also might not expect from a luxury/beauty brand.

As part of the “Abuse is Not Love” initiative, the brand launched this fascinating and eye-opening film titled “Don’t Call It Love” which is meant to point out the signs of an abusive relationship.

It stops you in your tracks …

Fascinating how the brand turned the story mid-way to shock our minds into greater understanding of abuse and to educate us on seeing the warning signs. All within the advertising formula that we are so familiar with in the category. Brilliant.

This is leadership. This will help change lives. Thank you!

What’s your experience? JIM