Avon’s chock-full Pride Month program reaffirms support for LGBTQI+

Avon Justine's #PrideMonth virtual event on Wednesday was one of the numerous activities put together by the iconic global beauty company - in a bid to reffirm its commitment to LGBTQI+ rights, all the while shining the light on the brutal repression of gays, lesbians, transgender and queer people in South Africa.

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Advocating for the human rights of LGBTQI+ people, Avon South Africa hosted #PrideMonth virtual event on Wednesday led by group CEO Angela Cretu, with gay-rights activist Edwin Cameron delivering the keynote speech.

The event and many more to come, resonates with Avon’s long-standing quest to create a better world for women, children and all others who deal with the repercussions of prejudice in society. 

Explaining the inspiration behind the month-long #PrideMonth celebration, built on Avon’s long legacy of deep investment on women, Cretu said it gives expression to its mantra that a better world for women is a better world for all.

“At Avon, we believe in beauty democracy, which is underpinned by the ethos of inclusive beauty that is open to all,” she said, adding: “We subscribe to the conviction that everyone is equal and therefore should be treated as such. Pride Month speaks to the self-affirmation of women. It is about replacing shame and stigma with dignity, equality and a celebration of diversity.”

Avon Justine Pride Month campaign advocates for LGBTQI+ rights.

The company has made a plea to their representatives and employees to pledge their support to minority groups during Pride Month and beyond, urging them to call out – through word and deeds – any form of discrimination against the LGBTQI+ community.

Next week, June 16 and 17, Avon Justine will host a Pride Career Week to be broadcast on video sharing platform, Vimeo.

The event is aimed at engaging the company’s field and associates to raise awareness around its support for the LGBTQI+ community, inculcate a spirit of tolerance and remind communities of the dangers of homophobia.


*For more inspiring stories from our gallery on how Avon Justine is using the power of beauty to transform lives, click here.