YSL Beauty highlights how men can help end violence against women

To further its fight against intimate partner violence (IPV), Yves Saint Laurent (YSL) Beauty has partnered with Dr Michael Kaufman, a speaker and author advocating for the role of men and boys in boosting gender equality, and gender equality advocate Dr Gary Barker, to release a new thought leadership piece on how men and boys can be engaged to help end IPV.

YSL Beauty first launched its global programme against IPV, called Abuse Is Not Love, in 2020. The programme aims to tackle the issue at all levels, including training collaborators and advisors; supporting partners and local NGOs in training and programmes; engaging in thought leadership; and educating the public through the media about the warning signs of abuse and how to access resources and support.

Dr Kaufman, who is the co-founder of the White Ribbon campaign, and Dr Barker, CEO of research organisation Equimundo, have released a white paper as part of the partnership to explore ideas on how to engage men on the topic of IPV and investigate the impact of this kind of violence on men as survivors, complicit spectators, and/or perpetrators.

IPV is defined as any behaviour within an intimate relationship, whether married, unmarried or live-in, that causes physical, psychological or sexual harm to those in that relationship. According to Refuge, one in four women in England and Wales will experience domestic abuse in her lifetime and on average, one woman is killed by an abusive partner or ex every five days in England and Wales.

Numerous women have spoken out about their own experiences of IPV and domestic abuse. Most recently, Paralympian Tracy Otto, who will be competing in the Paris 2024 Paralympics as part of the US archery team, opened up about how she was attacked in her home by an ex-boyfriend in 2019. The attack left her paralysed from the chest down and she also lost her left eye.

Abuse Is Not Love aims to highlight the major issue of such violence, and the campaign believes that getting men involved in the fight against it is key.

The rising problem of misogyny

The paper comes as the UK grapples with how to tackle the growing problem of misogyny. In July, the National Police Chiefs Council (NPCC) described the problem of online influencers radicalising young men and boys as a "national emergency".

The NPCC published a report into violence against women and girls that found that at least one in 12 women in England and Wales would be a victim of violence every year, equivalent to about two million women.

Influencers such as Andrew Tate, a self-proclaimed “misogynist” with nearly 10 million followers on the platform X, formerly Twitter, play a major role in radicalising young boys and men. Home Secretary Yvette Cooper vowed earlier this month to crack down on those "pushing harmful and hateful beliefs" online, including extreme misogyny.

Research carried out by University College London, the University of Kent, and the Association of School and College Leaders revealed that social media algorithms amplify extreme content, including hateful ideologies and misogynistic tropes.

The researchers found that the level of misogynistic content on the ‘For You’ page of TikTok accounts increased fourfold over just five days on the platform. They emphasised the need to include boys in discussions about online misogyny and recommended “peer-to-peer” mentoring to tackle the issue.

Victims of domestic abuse have spoken in detail about the need for support, particularly in the summer months when temperatures - and tempers - run hot.

As part of domestic violence charity Refuge's Summer Escape Appeal, Briony*, a survivor of domestic abuse, said: "I think the heat gets to them a bit. They really feel the need to clamp down on you, because the abuse is all about the power they have over you, and they feel the need to really exert that.

"He threatened to throw substances in my face, just because I was at the park, a ninety-second walk from my front door. My kid was talking to a neighbour's kid, we were both pushing them on the swing. Because I was standing next to a man, apparently I was flirting. He drove past, he saw me and he said - get inside, now. And that was it - all hell broke loose.

"We were kept under a curfew, so we were only allowed out a couple of hours a day, and not every day. We would have to run it by him and tell him where we would go or who we were going with first."

What stops men from engaging in the fight against misogyny?

Speaking to Yahoo UK, Dr Kaufman explains the complexities around the barriers stopping men from taking more active roles in the fight against male violence against women (MVAW).

"First of all, there’s a lack of knowledge among boys and men about how extreme and how bad [the problem of IPV] is. It’s a problem that’s often hidden in the home," he says. "The second issue is that there are many sympathetic men who acknowledge there is a problem, but who prefer to stay silent because it’s ‘not their issue’ or it’s not them committing the violence.

"But by our silence, we’ve allowed the violence to continue. Let’s face it - men are still the ones making the laws; speaking from the pulpit; making up the main numbers in police forces and judge’s benches. We’re still the ones who boys look up to when it comes to setting the example of what manhood is. So if we’re silent about violence, it’s giving really tacit permission."

In their white paper, Dr Kaufman and Dr Barker highlight research by Equimundo that revealed young men "are fully cognisant of online and in-person sexual harassment of girls as well as homophobic bullying toward male peers but often don’t speak up because they are afraid of the consequences towards themselves from their peers".

"Particularly when we’re young, fear of isolation, fear of being the next victim of, if not physical abuse, at least verbal abuse, is what keeps some men silent," Dr Kaufman says. "It is a real challenge to actually engage men and boys in speaking out against IPV."

In order to empower men to speak up against MVAW and IPV, they need opportunities to have open and authentic conversations about these issues so they can become aware of what is going on around them.

It’s important for boys and men who want to speak up to know that they aren’t alone, Dr Kaufman says. It is also crucial that they find their voice.

"Some men are able to intervene physically, but others may not have that confidence or ability. But then it’s about finding the words and keeping your eye on things. The key is that you’ve got to do something, you can’t just stand by. Whether it’s using humour to diffuse a situation or calling attention to it by asking a person of authority for help, these are important, actionable things men can do."

What is YSL Beauty’s Abuse Is Not Love programme?

Abuse Is Not Love was founded by Juleah Love, global head of brand corporate engagement at YSL Beauty. She tells Yahoo UK that the topic means a lot to her as a way of making sure the brand continues to contribute to women’s independence and liberation - keeping up with the legacy of Yves Saint Laurent himself.

"When we started building the programme, it was obvious that violence against women is one of the top issues for women around the world. When we started diving into the subject, IPV emerged as the most under-reported, underfunded and most prevalent form of the 25 types of violence against women," Love explains.

"The programme started first and foremost with changing the company internally, with how we train people, how we develop policies, how we support people within the company. We then started partnering with local non-profit organisations (NPO) in each market to help support their actions on the ground."

YSL Beauty’s Abuse Is Not Love partnerships with local NPOs is crucial to drive change, Dr Kaufman adds. "It’s not just a top-down approach, it’s working from the bottom up. When you combine YSL Beauty’s worldwide reach and the bottom-up approach with local organisations, along with other initiatives out there working to support women’s refuges, parenting programmes, and public education with men and boys, we can start to make a difference.

"Violence against women is not eternal. It’s a problem that you and I and all of us can bring to an end."

*A pseudonym has been used to protect identities.

Free and confidential support is available from Refuge’s 24-hour National Domestic Abuse Helpline on 0808 2000 247 and digital support via live chat Monday-Friday 3-10pm via nationaldahelpline.org.uk.

Anyone experiencing domestic abuse, including survivors of past abuse, can get help from Victim Support – regardless of whether or not it’s been reported to the police. Visit victimsupport.org.uk where you can get in touch via Live Chat or by calling the charity’s 24/7 support line on 08 08 16 89 111.

Women's Aid, with similar helplines available, also has information on how you can help your children, making a safety plan, and what to do if you're worried about someone else.

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