UK News | Mar 11, 2019
Avon UK teams up with Changing Faces to feature more diverse models
As part of global initiative stand4her , which aims to improve the lives of 100 million women each year, Avon UK becomes the first beauty brand to sign up to charity Changing Faces’ pledge to feature people with visible differences in more of its campaigns.
Avon’s global 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. Surveying over 14,000 women globally, Avon commissioned the research to establish the barriers holding women back from reaching their full potential in all areas of their lives.
According to the study, 40% of women claim that they do not resonate with the women that they see represented in the media, which prompted Avon UK to look at the women featured in its own campaigns.
Avon UK’s ‘Perfect Nudes’ campaign will feature Changing Faces ambassador, Catrin Pugh, who suffered 96% burns in a coach accident, as its first ever model with a visible difference. Catrin will be joined in this campaign by a host of diverse faces including male beauty influencer Gary Thompson, also known as The Plastic Boy, 66-year-old influencer Lucia Whitehouse - Grandmother Pukka, and Love Island star Megan Barton Hanson.
Catrin said: “I’m so excited to be working with Avon on this project. To be a part of a beauty campaign that challenges traditional beauty stereotypes, and the stigma around ‘looking different’ is so refreshing.
“For people with a visible difference, the beauty counter can be an intimidating place to go, because most brands champion traditional beauty ideals. I love makeup, but the experiences I had at beauty counters following my accident made me want to hide away. Through featuring in the campaign, I want to send out the message that it’s ok to be different, and that true beauty is about being proud to be yourself.”