YSL Beauty has unveiled Mistaken for Love, a compelling digital series forming part of its Abuse Is Not Love program. Featuring prominent South African public figures, the series sheds light on the often-overlooked warning signs of intimate partner violence (IPV), reinforcing YSL Beauty’s global commitment to combating IPV.
Since its inception in 2020, the Abuse Is Not Love program has educated over 911,000 people worldwide, collaborating with grassroots organizations to support survivors and allies. The initiative focuses on the nine key warning signs of IPV, striving to empower individuals to recognize and address abusive behaviors in relationships.
Challenging Harmful Perceptions of Love
Mistaken for Love underscores how abuse is frequently masked as passion in relationships. Media and cultural narratives often glorify behaviors like jealousy and control, leading to their normalization. This series explores these misconceptions through the voices of four South African media personalities, who share survivor stories to highlight the subtle but harmful dynamics of abusive relationships.
The campaign’s message is clear: what is mistaken for love can often be a veil for manipulation and coercion. By addressing these dynamics, the series aims to dismantle harmful myths and empower viewers to seek help or intervene when they recognize abuse.
The Numbers Behind the Campaign
Global research conducted across five countries reveals the widespread impact of IPV:
- 46% of respondents experienced behaviors they initially perceived as love but later recognized as abuse.
- 32% reported that hearing others’ stories helped them identify abusive patterns in their own relationships, prompting them to seek support.
South African statistics highlight the urgent need for initiatives like Mistaken for Love:
- One in five women students is affected by gender-based violence (GBV).
- Nearly half of all GBV assaults are committed by someone close to the victim.
- A rape is reported every 12 minutes in South Africa.
Empowering Stories and Cultural Relevance
Through heartfelt narratives, the digital series reveals how IPV often begins with subtle behaviors like love bombing, control, and manipulation, escalating over time. Speaking about her participation, Zulu Mecca shared,
“Unlearning what love isn’t has become part of my healing journey, so I can recognize what love is. I owe it to myself. I’d like to write more songs about love done right. That’s the dream.”
Fellow contributor Gugu Nyatsumba added,
“As a young public figure, I feel responsible for using my voice for good. Love should empower, not harm. Let’s break the silence and create a world free from violence.”
Collaboration with Local NGOs
In South Africa, YSL Beauty has partnered with Agisanang Domestic Abuse Prevention and Training (A.D.A.P.T.), whose program manager, Sidwell Sehoana, emphasized the campaign’s impact:
“Social media campaigns like this drive engagement and increase inquiries for support services. Continued exposure to educational materials empowers individuals to confront abuse.”
About Abuse Is Not Love
With a bold goal to educate 2 million people globally by 2030, YSL Beauty’s Abuse Is Not Love initiative is active across five continents. Its multifaceted approach includes supporting non-profits, educating YSL Beauty teams, conducting academic research, and creating large-scale awareness campaigns.
Join the Fight
YSL Beauty invites everyone to join the movement against IPV by taking the training and learning more at AbuseIsNotLove.com. Together, we can redefine love and build a future free from violence.
