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Rimmel tackles beauty cyberbullying with global #IWILLNOTBEDELETED campaign


By Danielle Long, Acting APAC Editor

November 11, 2018 | 3 min read

Rimmel is tackling beauty cyberbullying with the launch of an emotive film to coincides with Anti-Bullying Week 2018.


Rimmel launches global campaign against beauty cyberbullying

The film features young people who have experienced the negative effects of beauty cyberbullying, alongside high profile victims including Rimmel ambassadors Rita Ora and Cara Delevingne, beauty blogger Tess Daly, UK model Eden and American-Kuwaiti blogger, model, and fashion designer Ascia Al Faraj.

The film kicks off the #IWILLNOTBEDELETED campaign and draws from research by Rimmel which found that 1 in 4 women have experienced cyberbullying with 57% of these women suffering in silence.

The research also revealed that nearly half (46%) of women who have experienced cyberbullying have self-harmed either through an eating disorder, substance abuse or physical self-harm.

Rimmel’s research, which included 11,000 women aged 16-25 from around the world, revealed the growing global issue which has seen 32% of women close a social media account and 22% delete an image due to cyberbullying. According to the research, 115 million images are deleted every year as a result of cyberbullying.

Sara Wolverson, vice president of Rimmel Global Marketing, Coty, said, “At Rimmel, we have a clear purpose as a brand to inspire people to experiment and express themselves through make-up. Beauty cyberbullying is on the rise and the white paper that we publish today includes some truly shocking findings. We launch our global campaign today to give a voice to people who have been beauty cyberbullied and we offer them this platform to tell their stories.”

Rimmel has partnered with anti-cyberbullying non-profit organisation, The Cybersmile Foundation, for the #IWILLNOTBEDELETED campaign in a bid to help empower people of all ages to express themselves on social media without the fear of negative commentary or retribution.

Rimmel and Cybersmile are working together to create an AI virtual assistant, The Cybersmile Assistant, that will help recommend approved local resources, helplines and organisations that can help those affected by beauty cyberbullying. The AI tool will be rolled out in several languages in 2019.

“We believe by through sharing this film and delivering this campaign, we will raise global awareness of this issue. Our partnership with The Cybersmile Foundation is an integral part of [our] ambition to find solutions to some of these global issues," said Wolverson.

The campaign is part of a broader strategy by Rimmel’s parent company Coty to tackle prejudice and discrimination and to celebrate the diversity of consumers’ beauty.

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