This message touches on something crucial: the difference between the appearance of love and the reality of domination disguised as affection. Abuse rarely begins with violence — it begins with isolation, manipulation, emotional dependency, erosion of identity. What YSL is doing here to shift the narrative is important: they are not showing us the scream — they are showing us the silence. Because the most dangerous abuse is often invisible, socially tolerated, normalized in language and “romantic” tropes. The power of this campaign is not in the moral appeal — it’s in the reframing of what love is and is not. When a luxury brand — one associated with beauty, self-expression and desire — chooses to expose the dark side of intimacy, they signal something deeper: that luxury today is not only aesthetics, but responsibility and emotional literacy. Changing culture requires changing language. And when we stop calling control “passion” and stop calling jealousy “care,” we begin dismantling the semantic armor that protects abusers. #DarkarSinoe #SyntheticSoulsStudio #EmotionArchitecture #Human360 #LuxuryStorytelling

Let us applaud L'Oréal for this great initiative while contributing to change the #narrative ! Some Societies tend to look the other way while many women are still #undervalued, #underpaid, #disrespected and #neglected Let us #embrace these great campaigns and initiatives from top business leaders who #contribute with more than just the #excellence of their products. Let us join forces in order to witness #tangible #results otherwise more generations will continue to be #mistreated at #work and at #home

This campaign is incredibly powerful. It shows how domestic violence often starts with small signs we don’t notice… until they become serious. Thank you to YSL Beauty for shedding light on signals that too many people overlook. 🙏🏻

A powerful and important message. Campaigns like “Don’t Call it Love” help raise awareness about the signs of abuse and encourage people to seek help. Kudos to YSL Beauty for using its platform to drive real change.

Great job! L'Oréal as an advocate of survivors of human trafficking this needs to be spoken up more!

Bravo L'Oréal

Awareness saves lives. 💜 Thank you, @YSL Beauty, for shining a light on the truth: love should never hurt. #AbuseIsNotLove #CreateTheBeautyThatMovesTheWorld

Congratulations to YSL and its partner companies for taking the initiative to create a campaign on such a sensitive topic. I hope this message reaches as many women as possible and that they realize the importance of being aware of the signs. 

Thank you so, so much for this. I am appalled in this day and age how many people downplay abuse in any form. Including people who because of their occupations should know better.

Such a beautifully sensitive way to communicate a difficult message, without triggering or alienating anyone, including survivors like myself. Truly thoughtful work from L’Oréal! 👏