AVON Launches Anti-gender Violence Welfare in China for Women
- Chaileedo Press
- Apr 28, 2022
- 3 min read
AVON launched the anti-gender violence public welfare project named "Breaking Barriers, Women Stand Up for You" in China to help women stay away from any form of gender violence. In marketing, especially for women’s rights, the Chinese skincare brand PROYA, also gained its highlight.
Recently, AVON and Community Development Service Center in Beijing China announced the official launch of the anti-gender violence public welfare project named "Breaking Barriers, Women Stand Up for You" in mainland China.
It is reported that 2021 was seen as the 135th anniversary of AVON's founding. In 1990, AVON entered the Chinese mainland market and has been cultivating for 31 years. It adheres to the brand's original intention of "born for women" and drives product innovation with the strong scientific research power of AVON's Asia Pacific R&D Center to continuously bring Chinese women. As a century-old brand, AVON has always stood with women and made continuous efforts to promote the safety and health of women.
The All-China Women's Federation had statistics that by the end of 2019, 30% of married women in about 270 million families nationwide had suffered from domestic violence. In the face of brutality, women encounter violence an average of 35 times before they choose to report it to the police. At the beginning of this year, AVON joined hands with Beijing Weiping Women's Rights Organization, a public welfare organization focused on speaking up for women's rights and helping women to be free from violence, to launch the Avon-Weiping Women's Support Hotline, which aims to help women stay away from any form of gender violence.
Ms. Zhang Liwen, head of AVON's marketing department, expressed her good wishes for this cooperation: "AVON always stands with the majority of women, and we hope that with the anti-gender violence public welfare project. We can combine the professional experience and legal assistance services of Yuanzhong to further awaken the public's awareness of anti-gender violence, provide Chinese women with practical and reliable channels of assistance, give them the courage to break the silence, speak up and actively seek help, and help them start a new life and embrace a better life."
Along with the degradation of traditional social concepts and the sublimation of women's thinking comes the diversification of women's shopping needs, as well as the renewal and upgrading of consumer demands. In recent years, although still shrouded under the anti-epidemic, due to the rise of women's power from all walks of life, women's purchasing power and subsequently enhanced. The demands of female consumer groups have gradually gained attention so many beauty brands have launched products and marketing designed and produced specifically for women.
YUESAI, a Chinese high-end beauty brand of L'Oreal Group, has been committed to creating the most suitable for Chinese women's skin characteristics of the products since its establishment in 1992. This year is the 30th anniversary of the establishment of the brand. When International Women's Day is approaching, YUESAI launched the art co-creation project #she becomes a pioneer# for respect to the pioneering spirit of the brand founder Ms. Jin Yuxi. 30 Chinese female artists were invited to recreate the classic The Icon of YUESAI, interpreting and conveying the diverse pioneering spirit of contemporary female artists. It also joined hands with an art website Artron to launch the "Youth Support Program" for injecting new power into the classics and inspiring a new generation of young women to become their pioneers.
Furthermore, Chinese beauty brands even created marketing campaigns tailored to Chinese women.
In recent years, PROYA has been calling for the "elimination of gender bias" to draw the attention of users through the continuous launch of common themes and different content. It respects women to pay tribute to "her power" thus gaining a high degree of recognition from users. This year, PROYA again launched the theme of "Gender is not a borderline, prejudice is", and shared the true story of Guangzhou Huxingtang Lion Dance Class, "Lion Dance Girls", to fully express its theme.
To promote the theme of "gender is not a borderline, prejudice is" to a broader range, PROYA also promoted its marketing proposition to a wider area through outdoor advertisements by joining hands with brands such as Kwai, Meituan, babycare.
On this year's Women's Day, the media led by People's Daily started to deliver more affirmative messages to users, such as the workplace has nothing to do with gender, be brave and be yourself, and women have the right to have children as well as the right not to have children. It also launched a discussion topic #Today you don't have to call the goddess#, making Women's Day a time to pay more attention to women's groups to pay tribute to her power, rather than just a time for brands to promote their products and make marketing efforts.
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