Why YSL Beauty’s latest campaign has nothing to do with makeup

The L’Oréal-owned beauty brand is launching a new series, Mistaken for Love, as part of its ongoing commitment to raise awareness of domestic abuse. Is it authentic brand positioning or virtue signalling?
YSL Beauty’s new marketing initiative is a departure from the norm. Instead of featuring ambassadors Olivia Rodrigo and Lil Nas X in bold, camera-ready makeup looks, its latest campaign, which launches today, consists of videos and global research that seek to shine a light on the nature of abusive relationships and how they are sometimes disguised as passionate love.