Nov 12, 2018
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Rimmel stands up to cyberbullies with new campaign

Nov 12, 2018

Cara Delevingne and Rita Ora have stepped in front of the camera for Rimmel's new anti-bullying video campaign.

The Coty-owned makeup giant has recruited the star duo, who act as ambassadors for the brand, to help it combat cyberbullying as part of the campaign, dubbed ‘#Iwillnotbedeleted'.

Delevingne and Ora share the screen with a diverse range of people sharing their own experiences of cyberbullying, with criticisms relating to the color of their skin, their weight, or their bodies. Standout stars include the beauty blogger and aspiring fashion designer Tess Daly, who has received hateful comments referring to her disability, as well as the model Eden, whose dark skin tone has frequently led to commentators telling her to ‘bleach'.

The film, which has been launched to coincide with the start of Anti-Bullying Week 2018, is part of Rimmel's partnership with the anti-bullying non-profit organization The Cybersmile Foundation. The campaign aims to combat the growing issue of beauty cyberbullying, which affects millions of people -- predominantly young girls -- all over the globe.

The collaboration aims to offer a solution to the problem in the form of a ‘Cybersmile Assistant,' an artificial intelligence virtual assistant that will provide visitors to the Cybersmile website with resources for dealing with cyberbullying. The tool will be rolled out in English early in 2019, with several other language versions to follow.

"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," said Sara Wolverson, Vice President of Rimmel Global Marketing at Coty. "Our partnership with The Cybersmile Foundation is an integral part of ambition to find solutions to some of these global issues."

To mark the launch of the campaign, Rimmel has also published a white paper about cyberbullying, containing the results of its research with over 11,000 women aged 16-25. The brand found that one in four women have experienced beauty cyberbullying, with 46% of those going on to self-harm, either through an eating disorder, substance abuse or physical self-harm. It estimates that 115 million images are deleted each year as a result of cyberbullying.

To watch the film, see https://youtu.be/3nJyoqtdQks

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