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When we look at big-budget beauty campaigns, we rarely see people like ourselves in their images. Many people with visible differences such as conditions, marks or scars will never see someone who looks like them when shopping online or in magazines. Over half of people with visible differences say that they are regularly ignored by brands – while nearly two-thirds think that visible differences are not well-represented in adverts.
Committed to tackling this issue, Avon became the first brand to sign up to our Pledge To Be Seen campaign in 2019.
Avon made a pledge following the launch of Stand4Her – a new global initiative that aims to improve the lives of 100 million women each year – and after research revealed that 80% of women claim to feel too much pressure from the media to be perfect, and 60% feel pressured to meet a certain beauty standard.
In a game-changing partnership, Avon cast Changing Faces ambassadors with visible differences to appear in their beauty campaigns, reaching billions through social media and press.
Our Nude lips campaign with Avon achieved a 2 billion reach across broadcast, press and social, with 131 pieces of coverage including 34 nationals.
In 2020, Avon launched several products in support of our charity, chosen carefully with a focus group of Changing Faces ambassadors.
Our Herstory fragrance collaboration saw five Changing Faces ambassadors tell their own stories in a powerful campaign.
The sales of the fragrance have raised £140,000 for our charity, alongside challenging beauty standards.
Avon saw a 126% increase in their engagement versus their monthly average on Instagram during this campaign.
Committed to making beauty accessible for everyone, we launched inclusivity training in May 2021 for all Avon representatives and associates, giving them the confidence to deliver excellent service to all clients.
The training combines expertise from Avon makeup artists, Changing Faces wellbeing practitioners, as well as people with lived experience and their interactions with the beauty industry.
Avon responded quickly to COVID-19 by launching a reusable mask in support of Changing Faces and other charities, raising £10,000 for Changing Faces in weeks.
Avon has also gifted £50,000 in support of our helpline, which provides support calls for people with visible differences.
We’ve engaged thousands of Avon’s representatives across the UK with our partnership, including through Lunch and Learn sessions attended by hundreds.
Avon has played an industry-leading role in normalising and valuing women who look different, alongside inspiring customers and representatives.
We will continue to work together to celebrate and empower all women and the beauty that comes with looking different.