THE WHAT? Beauty giant Avon is aiming to change beauty perceptions with the advertising campaign for its new fragrance Herstory, as part of its ongoing work with charity Changing Faces.
THE DETAILS The fragrance advert features five women with visible differences and supports Changing Faces’ #PledgetoBeSeen movement, which aims to encourage brands to represent people with differences.
Brenda, a Changing Faces ambassador and Avon model, said, “Having alopecia and losing my hair left me feeling very out of place – I felt I had no control. Yet since I decided to embrace it, my confidence has rocketed. Now I work with my hair loss rather than hide away from it. By working with Avon on the Herstory launch campaign, I hope to show others that we define what beauty is and being unique is something that should be celebrated.”
The fragrance is set to launch on 30th April, ahead of Face Equality Week. Avon will be donating 50 percent of fragrance sales to Changing Faces.
THE WHY? Avon has previously partnered with Changing Faces to raise awareness of the importance of changing the narrative of beauty advertising to one of more inclusivity.
Stephen Rendu, Marketing Director at Avon, said, “Avon understands that beauty can be very powerful and so it’s imperative that it’s inclusive too. We are very proud to be working with Changing Faces again and their ambassadors to launch Herstory and inspire women with visible differences to feel included and empowered.”