Celebrities Rita Ora and Cara Delevingne appear in a new film by Coty-owned cosmetics brand Rimmel about cyberbullying. But they're not really what's memorable about the spot: instead, it's the lesser-known faces that appear, speaking very bluntly about the "beauty-bullying" that they've received online.
The film, by BETC London, shows the women in close-up shots, wearing Rimmel makeup and repeating some of the trolling comments they've experienced. They include beauty blogger Tess who has received cruel comments due to her disability; Eden, a model who has been told that her skin is too black; Joanne, who's been called "ghost" and "butters" due to her pale skin and Ascia, an American-Kuwaiti blogger, entrepreneur, model, and fashion designer who has been targeted because of her tattoos and piercings.
The theme of the ad is "I will not be deleted," focusing on the idea that these comments shouldn't have to be "deleted" by those targeted by the cyberbullies, and that instead young women should be encouraged to celebrate their differences online.
Rimmel is also teaming up with anti-cyberbullying charity Cybersmile on the campaign, and together they will develop an AI tool to help combat cyberbullying. The "Cybersmile Assistant" will debut early next year and will recommend approved local resources, helplines and organizations that can help those affected by beauty cyberbullying.
Rosie Bardales, chief creative officer at BETC London, comments: "Rimmel is a brand that believes everyone should be able to fearlessly express and be themselves, without fear of judgement, criticism, or shame. That’s why they commissioned a global study to investigate the problem, revealing that, last year alone, 115 million images were deleted from social media because of beauty cyberbullying. Realizing the full scale of the problem, we created an awareness campaign focused around giving its real victims a voice. But every cyberbullying story is different. So, for this campaign, we cast 14 real people from across the world, each one with their own experience to tell."