Rita, who is a Rimmel Brand Ambasador says “We really just want to shine a light on the fact that cyber bullying is not okay. I think it’s amazing that I have the opportunity to shoot with people who have such unique personalities and sense of individuality. This is something that has always been a big part of my career thus far.”
Model and actress Cara Delevingne who is also a Rimmel brand ambassador says “The message that I have for young people who are being affected is that you are enough! It doesn’t matter what anyone else says and you are not alone. We have to stand by each other and think twice before we comment. The problem with cyber beauty bullying is that people can write something and never have to deal with the consequences. The comments I have read are heart-breaking and its terrifying to see what words can do to someone”
There’s no doubt that social media is a powerful tool. Whether it’s to accelerate someone’s business profile, brand or whether it’s just used as a creative outlet, social media can have a lot of positive effects, but it can have a lot of negative ones too. Australia has one of the highest rates of beauty cyberbullying globally with 1 in 3 young women having been cyber beauty bullied in Australia.
Sara Wolverson, Vice President of Rimmel Global Marketing at Coty says “Rimmel has a clear purpose to inspire people to experiment & express themselves with make up to be their authentic self. As a brand, we are against narrow definitions of beauty, people being shamed, judged and criticised because of their looks and this behaviour manifests itself widely today in the form of beauty cyber bullying.”
According to Rimmel’s Global Beauty Bullying 2017 Study, 74% say being bullied affected their confidence, 61% changed their appearance after being bullied and 63% have engaged in self-abusive health behaviour.
These are incredibly alarming results, so we are so happy to see huge companies like Rimmel taking a stand and starting a conversation about cyber-bullying which will hopefully have a positive impact on the beauty and social media community.
We love Rimmel’s message of embracing your own individual beauty and not to give in to the hands of bullies by minimising your own self-expression and creativity.
Well done Rimmel, well done.
Watch the #IWillNotBeDeleted hero film below and you can follow Rimmel London Australia here @rimmellondonau