Dive Brief:

• Coty cosmetics brand Rimmel launched a new initiative called #IWillNotBeDeleted that is aimed at combatting beauty cyberbullying, which occurs when someone is bullied about their appearance via negative or abusive comments on social media, according to a news release.
• Rimmel is also partnering with anti-cyberbullying nonprofit Cybersmile to create an online space for young people to share experiences and find solutions to the issue. The collaboration will include the creation of the Cybersmile Assistant, an artificial intelligence-powered tool available on the nonprofit's website to offer local resources, helplines and organizations to help those affected by beauty cyberbullying. The English-language assistant will debut in 2019, followed by versions in other languages. 
• The initiative launched with an event at The Mondrian Hotel in London, with Rimmel global brand ambassadors Rita Ora and Cara Delevingne. Influencers and consumers whose experiences of beauty cyberbullying inspired the campaign also attended.

Dive Insight:

Rimmel is just the latest brand to experiment with artificial intelligence and related technology to offer personalized recommendations to consumers, incorporating AI into a cause-driven marketing campaign to connect consumers with resources is an innovative use of the technology. As such, the campaign is an example of how AI's strengths at mining insights from consumer data to provide personalized experiences is continuing to expand. Global spend on cognitive and AI systems is projected to reach $19.1 billion in 2018, a 54.2% increase over 2017, according to the International Data Corporation World Semiannual Cognitive Artificial Intelligence Systems Spending Guide. 

Younger consumers are increasingly engaging with beauty brands on social media, especially platforms like Instagram. By embracing the cause of cyberbullying, Rimmel is working to ensure that its social platforms are a safe space for fans and that followers have a positive experience, which could build rapport with consumers. Gen Z is especially receptive to brands that help support their identities and expect brands to take up important social causes, like cyberbullying.

Rimmel's partnership with Cybersmile and the #IWillNotBeDeleted initiative are part of the brand's commitment to celebrating diverse depictions of beauty and inspiring people to be their authentic selves in-person and online. The campaign was inspired by a Coty and Rimmel report that found one in four women ages 16-25 have experienced beauty cyberbullying, and of those, 57% didn't tell anyone, 67% lost confidence and 46% have gone on to self-harm.

As more brands incorporate cause-driven marketing into their strategies, bullying is an issue that more are supporting, especially around National Bullying Prevention Month, which is in October. Kraft Heinz beverage brand Capri Sun a partnership with anti-bullying group No Bully to create the "Together Table," a continuous, wave-shaped table that offers an alternative to students sitting at separate tables at lunch. The Capri Sun campaign was also inspired by reports showing that 160,000 students skip school each day over fears of bullying and exclusion and a quarter of middle school students experience bullying the school cafeteria.