115 million images are deleted every year. 1 in 4 women worldwide have experienced beauty cyberbullying. 65% said their confidence has been affected by the bullying. 11% of those bullied have experienced it once a month or more. 46% of young women harm themselves with drugs or alcohol, self-harm or eating issues following being bullied online about their looks. 51% say bullying has stopped them experimenting with their look or dress. And only 44% of women report bullying. These statistics are terrifying; the narrative around this must change and cyberbullying – in all its forms – must stop.
To coincide with Anti-Bullying Week, Rimmel launched a global campaign to stand up for the 55 million women worldwide who have experienced beauty cyberbullying. An emotive campaign which tackles this very real issue head on, "I will not be deleted" showcases real stories with real women, and shows that beauty bullying happens in all walks of life; beauty influencers, models, celebrities and social media users – all of whom have experienced beauty bullying at some stage in their life.

For the beauty brand who champions individuality and inclusivity, the campaign has three major objectives. The first is to spark a global conversation surrounding beauty cyberbullying by engaging a varied cast of influencers and individuals from around the world who have all had first-hand experience of the issue.
"I really wanted to be involved with the campaign because it is really in line with what I stand for on social media. I really hope that in sharing my story, I can help to humanise the things we see online and really raises awareness of the issue at large" Ascia Al Faraj, Beauty Influencer from Kuwait.
Then there's the star power, with global icons Cara Delevingne and Rita Ora joining in to share their experience of cyberbullying.

"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" Rita Ora, Rimmel Brand Ambassador.

They also hope to utilise their platform to promote the concept of individual beauty: cyberbullying curbs self-expression and creativity, playing straight into the hands of the bullies. Rimmel recognizes its global reach and aims to use this to get people talking about the issue worldwide.

New mediums, eternal motivations. Social media might have created endless new consumer behaviors, but the underlying motivations (status, self-esteem, connection) are as old as humanity. So while cyberbullying might be a recent issue, Rimmel's campaign speaks to the basic human need that lies at the heart of the beauty industry: the desire to feel good about oneself.

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