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YSL Beauty subverts luxury advertising to highlight domestic violence

Don't Call It Love. Abuse Is Not Love by YSL Beauty, France

France - YSL Beauty is challenging the conventions of luxury advertising with its latest campaign, Don’t Call It Love, which raises awareness of intimate partner violence, a global issue affecting one in three women (source: World Health Organization).

Released in time for International Women’s Day, the film initially presents a glamorous Parisian romance, unfolding through elegant, cinematic scenes. However, as the story progresses, unease creeps in. The final scene stops abruptly asking the viewer, ‘Did you see signs of abuse in this film?’ The story then rewinds, revealing hidden signs such as stalking, control and manipulation.

Manon Ergin, vice-president of global communications and image at YSL Beauty, explains the brand’s stance, ‘Intimate partner violence goes against women’s freedom, strength and empowerment and therefore stands in direct opposition to our values.’

The campaign is part of YSL Beauty’s Abuse Is Not Love programme, which was launched in 2020 and works with non-profit organisations to prevent intimate partner violence. By subverting traditional luxury storytelling in this campaign, YSL Beauty aims to spotlight abuse that is hidden in plain sight and empower viewers to recognise the signs before it escalates.

In response to an ever-creeping ‘manosphere’, future-facing brands such as YSL are seeking to decode modern masculinity and bro-ism, providing new routes forward for men who are at risk of radicalisation. Head to our new Decoding Masculinity report to find out more.

Strategic opportunity

Take a stand on gender equality and domestic violence by integrating authentic, educational content into campaigns. Collaborate with advocacy groups to create purpose-driven storytelling that challenges norms and drives meaningful impact

Revolve’s shoppable gaming app Bellemint is expanding globally

Global – Revolve is taking its shoppable styling game Bellemint worldwide. Launched in the US in October 2023, the app is now available globally, tapping into a digital-first consumer base that spends more time gaming than on social media.

With Bellemint, players – or ‘stylists’ – curate outfits using real-world items from Revolve’s inventory, participate in challenges and unlock loyalty perks. More than 1.4m looks have been styled on the app, with an average order value of £195 ($252, €231) per purchase. Revolve’s in-house brand Lovers + Friends is the most shopped, with dresses leading category sales.

With 97% of users identifying as female and the majority aged 18–34, Bellemint is deeply aligned with Revolve’s core demographic. As the platform expands, it will leverage predictive analytics to anticipate consumer demand and optimise inventory.

In X-tended Retail we explored how digital experiences and gaming have integrated e-commerce opportunities, providing consumers with new layers of retailtainment and extended reality versions of real-world retail spaces.

Photography by Shvets Production, Global

Strategic opportunity

Partner with interactive fashion games to seamlessly integrate branded digital wardrobes so players can style and shop real-world products, boosting engagement and brand awareness among digital native consumers

Stat: Japan’s service robot market set to triple by 2030

Neo Gamma by 1X, Norway and US

Japan – Japan’s service robot market is projected to nearly triple by 2030, reaching a valuation of £2bn ($2.7bn, €2.5bn), according to research firm Fuji Keizai. As the country grapples with a labour shortfall of 11m by 2040 and an ageing population where nearly 40% will be over 65 by 2065, businesses are turning to automation to fill workforce gaps.

In the restaurant industry, robots are becoming a crucial solution. Skylark, Japan’s largest table-service restaurant chain, has deployed around 3,000 cat-eared robots to assist staff. At one Tokyo location, 71-year-old employee Yasuko Tagawa told Bloomberg she estimates that half her job now involves working with robotic assistants. ‘Thanks for your hard work. I’ll be counting on you,’ she told one robot.

Beyond hospitality, service robots are expanding into aged care, retail and logistics. For more insights on robotic retail, read our Future Forecast 2025: Technology report.

Strategic opportunity

Consider exploring how service robots enhance customer interactions, from automating check-ins to personal shopping assistants across retail, hospitality and healthcare