Makeup Manipulation: 1 in 5 women say a Partner has Controlled their use of Makeup

Around 1 in 6 have used it to conceal an injury inflicted by them

Of the women who said a partner controls how much makeup they wear, the highest incidence was amongst those aged 25-34 (30%). Shockingly, just under one in six (15%) women have used makeup to hide an injury inflicted by their partner.

Avon’s research, which launches in tandem with the UN’s 16 Days of Activism against gender-based violence, reflects the views of 7,173 women in the UK, Italy, Philippines, Turkey, Poland, Romania and South Africa. The research highlights the extent to which women suffer coercive control through the manipulation of their appearance by a male partner.

Of the women surveyed, just under two fifths (39%) have witnessed their friend having their appearance influenced or controlled by a partner. Of those who had witnessed such a thing, more than a quarter (27%) said they didn’t say anything or take action because they didn’t think it was their place. Overall, the research findings suggest that more needs to be done to empower women to speak up about this form of abuse and help signpost their loved ones to help.

This type of abuse is but one example of the unhealthy power dynamic which presents itself in relationships. And like cases of manipulation of women’s appearance as cited in this study, the culture of silence is pervasive when it comes to gender-based violence. In South Africa, one woman is raped every 3 hours and considered the rape capital of the world with 10 818 rape cases reported in the first quarter of 2022.* The rate at which women are killed by intimate partners in SA is five times higher than the global average. Unfortunately, as shocking as these statistics are, they only represent a fraction of actual incidences as most cases go unreported.

Reverse Makeup Tutorial Video
Breaking the silence during the 16 days of Activism, 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 behaviour designed to destroy self-esteem and a woman’s power using appearance and makeup as a form of manipulation. This behaviour 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 organisations 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 toolkit 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 totalled US$3.5 million, including an Avon Foundation grant of US$782,000 to over 35 domestic violence NGOs across 33 countries.

Locally, since 2018 we’ve raised and donated over R4,5 million towards domestic violence NGOs.
For more information on Avon’s commitment to ending gender-based violence, and access to the NO MORE directory visit: www.avonworldwide.com/supporting-women/violence-against-women-and-girls. *Amanda Gouws . Violence against women is staggeringly high in South Africa – A different way of thinking about it is needed [homepage on the Internet]. 2022. [cited 2023 Feb 15]

Need help? Contact the following NGOs
People Opposing Women Abuse [POWA]- 076 694 5911 or WhatsApp on 060 400 0669 (available from 8:30 am to 4:30 pm from Monday to Sunday) TEARS Foundation - Free helpline number *134*7355# - Available 24/7 OR 010 590 5920 (available 24/7)