Skip to main content

Coty’s Rimmel, Cybersmile Foundation to tackle cyberbullying

Coty is starting a new initiative to combat the growing issue of cyberbullying with its Rimmel brand.

The campaign, #IWillNotBeDeleted, which the company will work on with Cybersmile, aims to tackle the societal issues that stop those of all ages from feeling unable to express themselves on social media due to the fear of negative commentary.

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

#IWillNotBeDeleted also will look to spark a conversation about cyberbullying by creating an online space where many can share their experiences with the issue, and their thoughts on how to find a solution.

“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,” Scott Freeman, chief executive officer of Cybersmile Foundation said. “I am confident that our partnership will change and save lives all over the world.”

Together, Rimmel and Cybersmile are to create the Cybersmile Assistant, an artificial intelligence tool that will be available on Cybersmile’s website across the globe.

To launch the initiative, Rimmel’s global brand ambassadors Rita Ora and Cara Delevingne came together with influencers and consumers in London who’s experiences of cyberbullying have helped shape the campaign.

“I am really proud to work with Coty and Rimmel on this campaign and support the message that beauty cyberbullying is not okay,” Rita Ora said. “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.”

“Cyberbullying related to beauty choices has a real impact on people long after the incident occurs,” Cara Delevingne said. “The idea that some people make decisions in anticipation or fear of potential bullying is heartbreaking. I look forward to working with Rimmel to try and find a way of addressing this growing issue.”
This ad will auto-close in 10 seconds