Rimmel fronts Coty anti-cyberbullying campaign

By

Gabriella Lacombe

Published
Oct 23, 2018

Working in collaboration with international anti-cyberbullying non-profit The Cybersmile Foundation, global beauty company Coty announced it will use its Rimmel brand to launch an initiative to fight cyberbullying.

The Rimmel #Iwillnotbedeleted campaign specifically targets what the company calls "beauty cyberbullying," or when someone is bullied about their appearance on their social media channels. 

As part of the campaign, the company plans to launch an AI tool that can recommend approved local resources, helplines and organizations for those affected by beauty cyberbullying. The tool is set to launch in early 2019 on the Cybersmile website. 

Currently, the company encourages social media users to use the #Iwillnotbedeleted hashtag to share their experiences with cyberbullying and discuss possible solutions.

In a report published by the beauty company, Coty found that one in four women have experienced beauty cyberbullying. The company said their ultimate goal is "to tackle the societal issues that stop people of all ages from feeling unable to fully express themselves on social media due to fear of negative commentary or retribution – a key reason people delete social media posts or profiles." 

"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 behavior," said Sara Wolverson, vice president of Rimmel global marketing, Coty, in a release. "We look forward to working with The Cybersmile Foundation, our brand ambassadors, our colleagues worldwide and our consumers on this important issue.”

“[We are] proud to find a partner who is truly committed to an inclusive internet and shares our vision of a digital community where everybody can feel free to express themselves," said Scott Freeman, CEO of The Cybersmile Foundation. 

Coty and Rimmel hosted a launch party for the initiative at The Mondrian Hotel in London, which featured appearances by Rimmel global brand ambassadors Rita Ora and Cara Delevingne. The company said the event was attended by influencers and consumers "whose own experiences of beauty cyberbullying helped shape the campaign."