Getting Ready

Violence against women is rooted in gender and relationship models based on control and emotional dependence: this is the starting point for the awareness-raising campaign **‘Getting Ready’**, ideated for Sephora Italia by creative agency LePub and directed by Juul Op den Kamp. Released on November 22nd on Sephora Italia platforms, the campaign took centre stage on TV and socials until November 25th, aiming to raise awareness of controlling behaviour as a real form of violence.

Psychological violence manifests through constant and repeated behaviours aimed at controlling and subduing a partner. While gender-based violence is often associated with its physical aspects, the **‘Getting Ready’** campaign shifts focus to the subtler, psychological early signs of abusive behaviour. These signs are often ignored or minimized, yet they are deeply damaging.

The campaign’s goal is simple and direct: to encourage recognition of these **‘Early Signs’** as the first signals of gender-based violence. Taking care of one's appearance, how one dresses, and wearing make-up are powerful means of expressing identity—yet they often become subjects of controlling behaviour. Sephora firmly believes in every woman’s right to express herself freely and has used this campaign to spotlight this critical issue with strong emotional impact.

**Fenisia Cilli**, Marketing Director of Sephora Italia, explains: “**‘Getting Ready’** addresses the theme of psychological violence and control in gender relations, raising awareness of the importance of recognizing early controlling signals as real forms of abuse. These often invisible behaviours can cause profound harm. Sephora Italia supports this collective awareness process to build a society where women of all ages feel safe and free to express themselves without fear of judgement or abuse. Partnering with **Pangea ETS Foundation**, we offer protection and new opportunities for women victims of violence.”

**Francesco Poletti**, Chief Creative Officer at LePub Milan, adds: “This sensitive topic is tragically relevant and cannot leave us indifferent. Violence starts with a comment, continues with an insult, and culminates in acts of abuse. Recognising and interrupting these patterns early is crucial. If our message helps even one person, we will have achieved something truly important.”

The campaign film portrays a young woman getting ready for a date, expressing herself freely and joyfully in her private space. She experiments with playful gestures, creative make-up, and self-expression. Suddenly, the sound of a horn signals her partner’s arrival, shattering her freedom. She hurriedly removes her make-up, changes clothes, and steps outside to greet her partner in a subdued and controlled state. The tension on her face reflects the controlling nature of her relationship—yet she remains unaware of how toxic it is.

The film concludes with a call to action: urging viewers to recognise controlling behaviours as early signs of violence and to seek help from the **Pangea ETS Foundation**, Sephora Italia's partner in tackling gender-based violence.