Avon is a brand which is successfully redefining what it means to be a socially conscious brand.

In a polarised media ecosystem the iconic beauty brand has consistently championed inclusion. In an era of cancel culture it is all too easy for fear to become the defining factor in decision making. Yet for Avon, the brand's commitment to empowering women extends to both action and the courage to start difficult conversations.

In the UK violence against women has reached such a pinnacle that police chiefs declared a ‘national emergency’. Analysis from the National Police Chiefs’ Council last year revealed that 2 million women a year are estimated to be victims of male violence.

Crimes including stalking, harassment, sexual assault and domestic violence affect one in 12 women in England and Wales. It is an issue that it is all too easy to turn away from. Yet Avon marked the UN’s 16 Days of Activism against Gender-Based-Violence (GBV) with the launch of the Lovestrong platform, 

The campaign was created in collaboration with experts and NGOs. It aims to raise awareness of the early signs of abusive behaviour. It is not a one off campaign, gone in the blink of an International Women’s Day eye, instead it is a long-standing commitment to supporting victims of GBV, the initiative empowers women to recognise what is and isn’t love, fostering confidence and awareness.

Özlem Çitçi, Chief Marketing Officer at Avon explains: “At Avon, we believe that a better world for women is a better world for all and empowering women to recognise their worth and protect their safety is fundamental to this vision.”

She continues: “Our research reveals that less than half of women feel confident in recognising the signs of abuse which can manifest in so many forms and often starts as subtle coercive control. The Lovestrong platform has been created to raise awareness and aims to educate women of the early signs of intimate partner abuse, empowering them to make informed decisions.”

The platform offers resources and support to help women confidently recognise unhealthy patterns in relationships. Çitçi is clear on the goals for the campaign. She explains: “Through this campaign, we aim to equip and empower women to take action, protect their safety, and support others in recognising and addressing abuse.

We sat down with Çitçi to find out more about the campaign, how brands can navigate an age of cancel culture and if now is the time for brands to show more empathy to women in marketing campaigns.

Q: What are the goals of the Lovestrong platform and how was the campaign developed? 

A: It can be difficult to see signs of abuse in a relationship, especially when actions are disguised as love and protection. The Lovestrong platform educates women on intimate-partner abuse and how to identify the early warning signs. The platform gives women the tools they need to feel confident in their relationships and in helping their fellow women and girls to recognise unhealthy patterns early, so they can take action, make informed choices and, crucially, keep themselves safe.

Created in collaboration with experts and NGO partners around the world, the open-to-all platform signposts women to support services to keep themselves and their loved ones safe. Through this campaign, we also wanted to emphasise that abuse is never their fault and support is always available.

Q: Tell us about the importance of lived experience in the campaign, was it important for Avon to work with survivors?

A: At the heart of the Lovestrong platform is a powerful film that vividly highlights unhealthy patterns in relationships, such as knocking confidence, a man controlling his female partner's appearance, and limiting access to finances. By bringing these warning signs to life, the film makes them more relatable and recognisable, encouraging viewers to reflect and seek help if needed. 

We worked directly with survivors, experts, and NGOs, to ensure the campaign was grounded in real-life experiences. By drawing on survivors’ stories, we aimed to make the campaign as relevant and as true to real life as possible, ensuring it accurately reflected the early signs of abuse in a way that would resonate with those who may not recognise these behaviours in their own lives. This approach helped to bring authenticity and credibility, making the message both impactful and meaningful.  

This understanding shapes how we approach campaigns like Lovestrong, and previously the Reverse Makeup Tutorial which was developed using experiences from case studies on the types of language and experiences victims of appearance-based abuse can face.

Q: Millennial women face a cost of living cross and the third recession of their lifetime. A Trump presidency has brought in a more polarising ecosystem than ever, do brands need to show women more emotional empathy in this climate?

A: Women want to feel seen, heard, and understood by the brands they engage with. Brands that acknowledge the challenges facing them and approach them with authenticity, and action are more likely to make meaningful connections.

It's also important to remember that environments can change, and brands must remain true to their core principles over the long term. Consistency is key to maintaining trust with consumers even when the world around us shifts. Staying committed to what you stand for ensures that the relationship between a brand and its audience remains strong in the long term.

At Avon, we are dedicated to inspiring feminine strengths and making the world recognise the value of these strengths. Being kind, caring, vulnerable, empathetic and joyful have commonly been perceived as weaknesses, but these feminine strengths can give us – all of us - the power to make the world a better place for ourselves and those around us.

Q: Do you believe that the fear of backlash is holding brands back creatively?

A: There is no doubt that the fear of backlash or worse, cancel culture, can hold some brands back, whether it’s a fear of criticism or concerns about appearing ‘off-brand’. But creativity, when driven by purpose and authenticity, always has the potential to create real impact. The key is to approach sensitive topics with respect, understanding, and a genuine commitment to the cause. Playing it too safe can limit a brand’s ability to resonate deeply with its audience, and consumers are quick to recognise when brands fail to stand for something meaningful – we certainly saw this during the pandemic.

Over the last few years, we have reignited our brand with a refreshed look and feel underpinned by a refreshed commitment to our purpose, new products, new tools for Reps and of course new ways to buy Avon products. This is an example of how bold, purpose-driven choices, when executed thoughtfully, not only strengthen a brand’s relevance but deepen connections with consumers.

Q: Some marketing commentators have labelled 2025 as a ‘post purpose era’. How important is it as a marketing leader to harness the power of purpose in your marketing?

A: The power of purpose remains incredibly important for brands. While the landscape may evolve and consumer expectations will continue to shift, purpose-driven marketing continues to resonate with audiences who are looking for brands that align with their values.

At Avon, purpose it as the heart of what we do, from supporting survivors of gender-based violence through our charity partnerships and product sales to empowering women to realise their potential by becoming an Avon Rep. These causes will always be important to us as a brand.

Avon’s legacy of supporting survivors, spanning over 20 years, laid the groundwork for the Lovestrong platform. With more than $91 million donated through our global programmes and partnerships and millions of women and girls empowered worldwide, the campaign builds on this dedication. It’s not about being ‘on trend,’ supporting and empowering women is fundamental to our business.