New research from leading beauty company, Avon, reveals that 56% of Filipino women have witnessed a friend whose appearance was controlled by their partner. The research held one other jarring revelation: only 5% of women decided to speak up and take action.
Avon’s cross-country research reflects the views of more than 7,000 women in the UK, Italy, Philippines, Turkey, Poland, Romania, and South Africa. The research, which highlights the extent to which women suffer coercive control through the manipulation of their appearance by a male partner, launched in tandem with the UN’s 16 Days of Activism campaign against gender-based violence.
Of all the women surveyed, just under two fifths (39%) have witnessed their friend having their appearance influenced or controlled by a partner. A significant portion of Filipino respondents who had witnessed such a thing decided against speaking out, with 35% believing that it wasn’t their place to do so, while 33% believed it wasn’t an issue.
When Filipino respondents were asked to specify those whose appearance they witnessed being manipulated by their partner, the top responses were a friend (56%), sister (32%), and cousin (32%). Despite the close proximity between the witness and the abused, the hesitation to take action prevails–and a lack of awareness is likely why.
Only 31% of Filipino women surveyed said they feel confident in recognizing the signs of domestic abuse and coercive control. Less than 40% know where to seek help in case they found themselves in an abusive situation.
Nearly two in every five Filipino women have a partner who has controlled how much makeup they wear. This campaign shines a light on abusive behavior that uses appearance and makeup as a form of manipulation, to destroy a woman’s self-esteem and power. This behavior is frequently cited as a part of or a precursor to physical violence.
But it doesn’t have to be this way. In commitment to raising awareness around gender-based violence, Avon and global charity NO MORE lead the way with a powerful new campaign: the “Reverse Makeup Tutorial.”
Influence or control over appearance
Avon’s research also explores how women feel their partner has an impact on other aspects of their appearance with just more than a quarter (26%) of women saying their partner frequently influences what they wear. Similarly, just over one in five (21%) of women say their partner frequently influences their hair style.
Reverse makeup tutorial video
Breaking the silence around gender-based violence, Avon and global charity NO MORE have launched a powerful new video, the ‘Reverse Makeup Tutorial’. The video aims to shine a light on the controlling and abusive behavior designed to destroy self-esteem and a woman’s power using appearance and makeup as a form of manipulation. This behavior is frequently part of or a precursor to physical violence. The words in the video are based on real experiences of survivors of domestic violence, and signposts to where victims, friends and families can go to seek help.
Angela Cretu, Avon CEO comments:“Violence against women and girls is still the most widespread human rights violation in the world. 16 Days of Activism is a moment to speak out against violence, which is why we’ve created this powerful film to raise awareness about all types of abuse and where to find help. Everyone should have the right and freedom to choose how they want to style themselves and whether they want their partner to be part of those decisions. Makeup should be fun and empowering, a form of self-expression, style and confidence.
“If you or someone you know is suffering abuse, please know you are never alone. Avon works with charities around the world to provide vital services to women and girls impacted by emotional, verbal and physical abuse. You can go onto our website, or the No More directory to find a list of organizations who can help.”
Pamela Zaballa, CEO of NO MORE, comments: “Addressing gender-based violence requires bold, innovative approaches. With the ‘Reverse Makeup Tutorial,’ we are grateful to Avon for revealing the harrowing reality many women face every day. Makeup, often seen as a tool of beauty and empowerment, can be turned into a tool of control and degradation. This video, rooted in the authentic experiences of domestic violence survivors, not only raises awareness but also guides those affected toward avenues of support. It’s critically important to challenge society to confront these issues head-on and take a stand against such heinous abuse.”
Makeup helps women embrace their power
While Avon’s new research demonstrates how makeup can be used as a form of dominance and control, it also explores the positive and empowering aspects of makeup when in women’s own hands. Almost half (46%) of women said makeup is one of the top things that makes them feel confident. More specifically, one in four (24%) of women say lipstick empowers them and almost one in five (17%) women wear makeup every day.
With a network of relationships within their communities and peer-to-peer support available, Avon is ensuring every Associate and five million Representatives worldwide, has access to support, resources and education. This includes their Gender-Based Violence Protocol, activated by their GBV Ambassadors and Allies is available to any Associate who may be experiencing abuse combined with a series of training sessions delivered in partnership with NO MORE. For all, a tool kit with prevention, bystander, and support resources is available.
For more than 30 years, Avon has donated over US$1 billion to causes that matter most to women. To date they’ve contributed more than US$91 million to help end GBV, helping almost 15million women globally. In 2022 alone, Avon’s donations to this cause totaled US$3.5 million, including an Avon Foundation grant of US$782,000 to over 35 domestic violence NGOs across 33 countries.
Support Avon’s campaign against gender-based violence through the Meryll Jewelry Set–which comes with a gold-plated necklace and bracelet, adorned with interlinked circular pendants. The set comes in ready-to-gift packaging, making it a timeless present for yourself or loved ones. Every sale supports women towards sustaining Avon’s efforts against gender-based violence.
