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Rita Ora and Cara Delevigne team up to launch Rimmel cyberbullying campaign

Rita Ora and Cara Delevigne today showed their support for a new campaign launched by Coty and Rimmel to combat the issue of beauty cyberbullying.

The campaign, titled #IWILLNOTBEDELETED, sees Rimmel partner with leading anti-bullying charity The CyberSmile Foundation to develop an AI tool that will provide young people with access to support and local resources to deal with incidents of beauty cyberbullying.

#IWILLNOTBEDELETED is an integral part of Coty’s ongoing commitment to tackle the prejudice and discrimination that stand in the way of self-expression – based on gender, sexual orientation, disability and ethnicity – and to celebrate the diversity of consumers’ beauty.

To mark the launch of the campaign, Coty has also published a report exploring beauty cyberbullying. The report found that one in four women 115 million images are deleted each year on social media as a result of beauty cyberbullyingAlmost half (46%) of the 11,000 women aged 16-25 across 10 international markets to take part in the research have gone on to self-harm as a result of experiencing cyberbullying.

 

One in four women have experienced beauty cyberbullying – Coty. #IWILLNOTBEDELETED @cotyinc @qweerist https://bit.ly/2yxqeC3

 

It’s hoped the campaign will spark a conversation about beauty cyberbullying by creating an online space where young people can share their experiences as well as find solutions to this growing issue.

Sara Wolverson, Vice President of Rimmel Global Marketing, Coty, commented: “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.

The initiative launches today at an event at The Mondrian Hotel in London, attended by Rimmel global brand ambassadors Rita Ora and Cara Delevingne as well as a number of influencers and consumers whose own experiences of beauty cyberbullying have helped shape the campaign.

Rita Ora, Rimmel global brand ambassador, said: “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.”

Cara Delevingne, Rimmel global brand ambassador, commented:

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 heartbreaking.

Delevingne added: “I look forward to working with Rimmel to try and find a way of addressing this growing issue.”

The Cybersmile Assistant, a state-of-the-art AI-driven tool that will be available for all visitors to the Cybersmile website from across the globe will be launched in early 2019.

The three-year initiative will see Coty make a significant financial contribution and use its global platform to empower consumers worldwide to deal with beauty cyberbullying so that young women can express themselves on social media, without fear of repercussions.

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