Consumers are demanding social responsibility from brands more than ever, expecting them to take a stand instead of solely selling products. Yves Saint Laurent’s (YSL) illustrates how a brand can respond to this trend with its Abuse Is Not Love campaign, working with non-profit organizations worldwide to prevent and fight intimate partner violence (IPV).Personal Care Insights speaks to Juleah Love, head of global corporate brand engagement at YSL Beauty, about beauty brands’ role in advocacy, digging into why companies should participate in activism.
