Avon and domestic violence

These simple classic jewelry pieces are a great way to do your part in getting the word out and putting an end to domestic violence and empowering your fellow women!  I just placed my order... did you?! 

(from an Avon commercial)

Avon started an aggressive campaign against domestic violence in Romania (I am not giving any links). Considering the huge number of victims that are not supported by the mainstream discourses or state institutions (as a matter of fact, various shelters were closed this year), Avon can meet a large mass of consumers and also be perceived as a feminist Saviour (as a lot of my Facebook friends are doing already, promoting this company and its products due to its involvement in social campaigns).

As Twisty from I Blame the Patriarchy was saying:

"We can no longer deny that real empowerfulness comes from participating as consumers in a $180 billion-a-year global industry that’s scientifically formulated to promote women’s insecurities and self-esteem issues.

In fact, from now on, we’re requiring all strawfeminists to sell Avon products on the side. So, can I interest you in a jar of Anew Clinical Therafirm Face Lifting Cream? Your face will “look & feel firmer, tighter and more lifted.” Because, as the strawfeminist now knows, a face must be as lifted as possible to ensure optimum personal autonomy. Anew Clinical Therafirm Face Lifting Cream is scientifically formulated to relieve you of 32 bucks American. Just think, if you earn minimum wage, that’s a mere 6 1/2 hours’ labor, just 16% of your weekly take-home!"

I found quite disturbing the fact that Avon is using the suffering of women to sell its products, especially in a local context where these problems are silenced and neglected. Avon uses and detours exactly the need for actions and  awareness in dealing with the issue of gendered violence. Because buying their products and promoting their business won't help any woman in Romania except for the women in charge who can actually enjoy the profits of this campaign. Oh yes, and maybe this campaign will bring some self-fulfillment for the bourgeois feminists who are actually buying those products, are aware of the problem and do feel better after "doing something" for the feminist cause.