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At 125, Avon speaks out against domestic violence


What is 125 years old and still going strong? For many Pinays who have grown up with its ever-expanding array of products, the easy answer is Avon, often touted as "the Company for Women." From its humble beginnings as a purveyor of cosmetics such as lipsticks and pressed powders, staple elements of my mother's and grandmother's beauty kits, Avon has branched out to fragrances, skin care, jewelry and accessories such as shoes and intimate apparel. In recent years, however, it has gone beyond cosmetics to espouse issues that are relevant to the lives of women. At the recent 125th anniversary party of Avon held at Resorts World Philippines, television host Ruffa Gutierrez introduced the company’s latest social advocacy, the "Speak Out Against Domestic Violence Campaign." The initiative started three years ago and aims to educate women in fighting domestic abuse by supporting several non-profit organizations in their helpline programs.

Avon at 125 years. Photo courtesy of Ogilvy Philippines
“We have been continuously supporting these helpline programs by donating a certain portion of our product sales to these initiatives," according to Avon Head of PR and Communications Faith Aranton. This year, Avon is allocating 5 pesos for every unit sale of its Skin So Soft & White Cellulite Minimizer Hand and Body Lotion to the cause. In previous years, Avon allocated sales from a Speak Out Against Domestic Violence t-shirt and a select item from its lipstick line to fund its four partner NGO organizations: the Women’s Crisis Center in Metro Manila, G-Wave in Dumaguete, Ima Foundation in Pampanga, and Luna in Davao. These foundations were chosen based on their funding proposals, as well as Avon’s objective to reach out to a lot more domestic abuse victims throughout the country, according to Aranton. The reality and horror of domestic abuse victims were starkly felt by the audience when a video of real domestic abuse victims was played during the show. Grace Tebar, Cristina Bernabe, and Lita Fe Landazabal gave painful accounts of getting beaten, physically and mentally tortured – even being thrown bodily out of their house – by their spouses. Such real, gripping stories of domestic abuse gave an impetus for corporations like Avon to come up with its own advocacy campaign against this social malady. In June, the company is launching a new project – the Avon-Raymund Isaac Photo Exhibit – to further promote the “Speak Out Against Domestic Violence Campaign." The brainchild of ace photographer Raymund Isaac, the exhibit gathers Ruffa Gutierrez and her fellow celebrities Boy Abunda and Amanda Griffin-Jacob, among others, as subjects of a series of photographs that will straightforwardly depict the grim realities of domestic violence.
The celebrities of Avon include Lea Salonga, Ruffa Gutierrez, Angel Locsin, and Lala Flores. Photo courtesy of Ogilvy Philippines
Making a significant difference Of course, a celebration will not be complete without glamorous celebrities. With 80 press people in attendance, including several camera crews taking in every move of the svelte and sexy dancers and models who gyrated on the catwalk with the latest Avon fashion apparel, the company introduced three more ambassadresses of beauty and style: chanteuse and stage actress Ms. Lea Salonga, tele-serye actress Angel Locsin, and make-up expert Lala Flores. More than a century of catering to women's basic needs and whims have inspired the company's new campaign slogan of making the average woman "Big, Bold and Beautiful." Its new line-up of products include the likes of Ultra Moisture Rich Moisture Seduction Lipstick providing "ribbons of moisture," which enables it to glide like a lip balm. No matter what station in life or income bracket they belong to, looking and feeling fashionable is certainly high on the list of needs of every Filipina. To answer the consumer demand, Avon launched a diverse collection during the party. Its intimate apparel exhibits a range of styles such as "Retro in the City" with its jazzy and colorful prints, or its more classic line that sports a more subdued but still tasteful and fashionable look – all complemented by unique design jewelry. Asked what is the meaning of the 125-year celebration of Avon to him, Avon Philippines' President and General Manager Mike Gudgin told GMA News Online, “Sustainability of the Avon spirit and relevance to the times." He concludes, "Our success is anchored on the belief in our purpose to make a significant difference in women's lives." - GMA News
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