Makeup brand Rimmel and anti-bullying organization the CyberSmile Foundation have launched a three-year global campaign to combat beauty cyberbullying.
The #IWILLNOTBEDELETED campaign will be supported by 15 Rimmel ambassadors, including Rita Ora and Cara Delevingne, and run across social media and digital channels.
It draws on new research that found nearly a quarter (23%) of young women had experienced beauty cyberbullying, leading to the deletion of about 115 million social media images annually.
The study, which polled 11,000 16- to 25-year-old women in 10 countries, found nearly half (46%) of those who have experienced beauty cyberbullying have gone on to self-harm and two-thirds (67%) of those who have been the target of it lost confidence.
Cyberbullying affects so many people, even celebrities like @RitaOra and @CaraDelevingne – let’s call time on the bullies with #IWILLNOTBEDELETED and @RimmelLondonUK. Check out the full video here: https://t.co/V5LAXPh1AD pic.twitter.com/Sl13xBt8cC
— British GLAMOUR (@GlamourMagUK) October 30, 2018
Making a statement
At a launch event in London, Rimmel vice president of global marketing Sara Wolverson said this was first social purpose campaign the makeup brand had undertaken.
“[Rimmel’s parent company] Coty, as a global beauty leader, is purpose led, so we want to ensure that each of our incredible brands has got its own purpose,” Wolverson said.
“For Rimmel, our purpose is very clear in that we want to give people the confidence to express themselves with makeup without a fear of judgement,” she continued. “We wanted to do something beyond selling a product: We wanted to use our scale and give a voice to something that really matters to us, that can help people who are suffering.”
With the growing emphasis on cause marketing, the idea of tackling beauty cyberbullying aligned well with the Rimmel brand, Wolverson said.
Ora stressed the importance of using social media in the campaign.
“Sometimes we lose our patience and fight back or react to a comment, but that doesn’t come out of anger — it comes out of frustration,” she said. “To be able to use our platforms in such a positive way is super inspiring, and hopefully it inspires other people to do the same.”
We wanted to do something beyond selling a product: We wanted to use our scale and give a voice to something that really matters to us, that can help people who are suffering.
Sara Wolverson, Rimmel
AI tool on the horizon
The campaign creative, made by BETC London, will launch November 12, and shares the personal stories of beauty cyberbullying from a group of ambassadors. It will be distributed through Rimmel and the ambassadors’ social and digital media channels. Frank PR is handling the comms for the launch.
In January, Rimmel and Cybersmile will launch an AI tool that provides young people access to support and local resources to help them deal with beauty cyberbullying. Rimmel has also begun exploratory talks with social media platforms to see how they might contribute to the campaign in the future, Wolverson said.