Avon, the beauty brand famous for its door-to-door selling, is backing an end to verbally abusive relationships with new charity links and an educational online portal.
To coincide with the UN’s 16 days of activism against gender-based violence, the direct-selling favourite has introduced a landing page via its avonworldwide.com website, whereby customers can access more information on how to support a friend or loved one suffering in a violent relationship.
In partnership with No More Foundation, a UK charity that campaigns to end domestic violence and sexual abuse, the portal will also give advice on how to spot signs of a verbally abusive partnership and provide help for victims.
To support those who have been subjected to abuse, Avon is donating US$1.35m in grants to global NGOs and supportive projects.
The cash injection is a nod to Avon’s 135th anniversary this year.
“Verbal abuse is a serious, prevalent issue that takes a huge and often long-lasting toll on the self-esteem and confidence of those who experience it,” said No More’s Global Executive Director, Pamela Zaballa.
“It also can be a precursor and escalate to physical violence.
“Therefore, it is crucial to increase awareness and ensure that verbal abuse is not overlooked, trivialised nor tolerated.
“We’re proud to partner with Avon to promote an online portal providing crucial information and tools to learn to recognise the signs of verbal abuse, find help if needed and become inspired by courageous survivors’ stories.”
Avon’s decision to discourage verbal abuse was sparked by findings of a recent survey on the damage verbal abuse can have on people.
The study found that one third of women globally have insecurities about their self-worth due to negative comments made by a partner.
Harmful comments were aimed at women’s careers (44%), their intelligence (43%), weight (50%) and their fashion sense (50%), as well as their appearance (47%).
“Our research highlights how crucial it is that we continue to stimulate conversation about all forms of gender-based abuse, be that verbal, emotional or physical,” added Angela Cretu, Avon’s CEO.
“Over the last 15 years Avon has made it our mission to end violence against women and break down the wall of silence.
“With five million Representatives around the world, all with their own unique networks, we are committed to training in recognising the signs, having safe conversations and signposting to local NGO support.”