Rimmel refuses to be deleted

Rimmel London has launched a campaign, #IWILLNOTBEDELETED, to combat beauty cyberbullying around the world.

The campaign, created in conjunction with Rimmel’s parent company, Coty, and the Cybersmile Foundation (a non-profit anti-cyberbullying organisation), aims to tackle the societal issues that stop people from feeling unable to fully express themselves on social media due to fear of negative commentary or retribution.

According to Rimmel and Coty, beauty cyberbullying (when someone is bullied about their appearance through negative or abusive comments on their social media channels) is a growing issue that affects millions of people around the world – and a key reason why many delete social media posts and profiles.

The companies’ recent survey of over 11,000 women aged 16-25 across 10 countries found:

  • 1 in 4 women have experienced beauty cyberbullying
  • 57 percent of those who have experienced beauty cyberbullying didn’t tell anyone
  • 67 percent of those who experienced beauty cyberbullying lost confidence
  • 46 percent of women who have experienced beauty cyberbullying have gone on to self-harm

Sara Wolverson, vice president of Rimmel Global Marketing, says #IWIILNOTBEDELETED will spark a conversation about beauty cyberbullying by creating an online space where young people can share their experiences as well as find solutions to this growing issue.

Rimmel brand ambassadors Rita Ora and Cara Delevingne and influencers and consumers who have experienced beauty cyberbullying helped shape the campaign

She says the company is committed to celebrating individual beauty and inspiring people to be their authentic selves both on and offline.

“Rimmel is about championing self-expression in beauty,” she said.

“We have always been against narrow definitions of beauty and people being judged because of the way they look.

“As a global beauty company, Coty wants to contribute solutions that can positively impact prejudice and discrimination that stand in the way of self-expression and to raise awareness to affect positive changes in behaviour.

“We look forward to working with The Cybersmile Foundation, our brand ambassadors, our colleagues worldwide and our consumers on this important issue.”

In addition, Rimmel and Cybersmile will launch Cybersmile Assistant, a virtual assistant that will “recommend approved local resources, helplines and organisations that can help those affected by beauty cyberbullying”, at the Cybersmile website early next year.


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