Rimmel launch beauty cyberbullying campaign

Global beauty company Coty has launched the #IWILLNOTBEDELETED campaign, led by makeup brand Rimmel, to beat the growing issue of beauty cyberbullying.

The initiative's launch was attended by Rimmel global brand ambassadors Cara Delevingne and Rita Ora, and aims to tackle the issues that stop individuals of all ages and genders feeling they are unable to express themselves via social media for fear of online trolls.  

Singer and actress Rita Ora says: 

“I am really proud to work with Coty and Rimmel on this campaign and support the message that beauty cyberbullying is not okay. I hope that by working with a business the size of Coty, we can get this message out to millions of people worldwide and truly change things for the better.”

Actress and model Cara Delevingne adds:

“Cyberbullying related to beauty choices has a real impact on people long after the incident occurs. The idea that some people make decisions in anticipation or fear of potential bullying is heart breaking. I look forward to working with Rimmel to try and find a way of addressing this growing issue.”

As part of the #IWILLNOTBEDELETED, Coty and Rimmel undertook research of 11,000 women aged 16-25 across 10 countries which revealed that one in four women have experienced beauty cyberbullying, with 57% of these not telling anyone. Sixty-seven percent reported that beauty cyberbullying had caused them to lose confidence, and 46% stating that they have gone on to self-harm.

Coty and Rimmel and formed a long-term partnership The Cybersmile Foundation, an anti-cyberbullying not-for-profit organisation which tackles all forms of digital abuse, and online harassment and bullying. Rimmel and Cybersmile will create the Cybersmile Assistant, an AI (Artificial Intelligence) tool which will recommend helplines, resources and organisations that can help those experiencing beauty cyberbullying.

Sara Wolverson, Vice President of Rimmel Global Marketing, Coty, says: 

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

Scott Freeman, CEO, The Cybersmile Foundation adds: 

“We are excited and 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 without the fear of ridicule and abuse. I am confident that our partnership will change and save lives all over the world.”