It is about #LAMIASTORIACONTA a celebration of success and rematch stories to inspire others to develop their potential which will be shared on the www.WATCHMENOW.AVON.COM platform. A gesture that will allow you to donate 1 dollar for each story uploaded to the platform until March 31, 2021 in support of NGOs that support the causes that have always been AVON supports: breast cancer, violence against women and gender-based violence. We talked about it with Alessandro Mirandola, General Manager Avon Italy & Greece.
How did the idea come about?
«Avon has always felt a strong desire to engage socially, transforming women’s lives and proposing beauty in a different and unique way. The pandemic was a further opportunity to highlight Avon’s heritage as a company oriented and guided by a common and precise goal: to use the power of beauty to create business opportunities and support important social causes for women including violence against women, gender-based violence and breast cancer prevention, all areas unfortunately heavily penalized due to the spread of Covid-19. In September 2020, the new brand campaign was launched Watch Me Now, thanks to which Avon has evolved its positioning to better reflect today’s brand: an innovative, bold and inclusive beauty brand. For all these reasons, Avon has decided to bring individuals together in these difficult times by creating, on the platform watchmenow.avon.com, on the occasion of the International Women’s Day, a sort of global gallery dedicated to women and men, so as to be able to share their stories and connect with the whole world through the celebration of stories of strength, grit and determination obtained from extraordinary triumphs and daily victories ».
You, in a certain sense, become promoters of sharing as a therapy …
«In a world where voices are not yet all the same and where only 24% of the people heard, read, seen on TV, in the newspapers or on the radio are women, in our daily life we gain strength from people like us. Through research carried out by Avon it was revealed that women awaken the right strength in listening to stories they recognize themselves in, finding solace to share their experience. Almost a third of the people interviewed report that these connections help overcome challenges and decrease feelings of anxiety or reduce lack of self-confidence. Many women turn to online platforms to feel connected, and nearly half of them admit to feeling judged when sharing their struggle on social media sites. Studies also show that if you share your story, even briefly, you will have substantial mental and physical benefits. “
An approach very similar to your brand philosophy …
“Exact. In 1955 the Avon Foundation for Women was born, the institution that has the specific intent of promoting charitable, scientific and humanitarian activities, with particular attention to programs that improve the lives of women and their families. The Avon Foundation for Women today represents the largest charity dedicated to women around the world. In nearly 30 years, Avon and the Avon Foundation for Women, worldwide have donated more than $ 939 million to breast cancer, funded breast health screening for more than 20 million women, and have a goal to educate and reach 100 million women on the disease every year. Furthermore,
they contributed over 80 million ”.