A new stage of cooperation

The United Nations Population Fund (UNFPA) Georgia Country Office and Avon Cosmetics Georgia (AVON) have launched a joint campaign in February 2023 in order to mobilize resources to help domestic violence survivors and their children.

Within the framework of the new campaign, AVON started selling cosmetic products and accessories specially produced for charitable purposes. The profit from the sale of the products is fully transferred to the charity fund.

"The initiative that we are currently implementing together is special because it is an example of the private sector embracing social responsibility, on the one hand, and on the other hand, it is an excellent example of female solidarity, unity, support in the pursuit of a common goal, as the funds we plan to mobilized together with the AVON team, will be raised through the involvement of women to support other women,” says Lela Bakradze, Head of the UNFPA Georgia Country Office.

"It is a great honour for AVON Georgia to work with the UNFPA on this initiative. It is part of the mission, within the framework of which we have already contributed more than $ 85 million through non-governmental organizations worldwide. And now in Georgia as well, the profit received from the sale of cosmetic products and accessories specially produced for charitable purposes will be fully transferred to the AVON Georgia charity fund and will be used to provide for various needs of women placed in shelters for domestic violence survivors, to raise awareness about domestic violence and to increase social involvement,” says Sophie Barrett, Head of AVON Georgia.

According to the data of the Analytical Department of the Ministry of Internal Affairs of Georgia, in 2022, 6,583 women became victims of domestic violence in Georgia.

The UNFPA and AVON have been enjoying close cooperation since 2020. The new, year-long stage of the partnership is taking place within the framework of the Joint UN Programme for Gender Equality supported by the Government of Sweden and includes cooperation with the National Network for Protection from Violence. The money will be fully used to needs of women placed in shelters for domestic violence survivors, such as reproductive health services, psychological support, equipping the shelter with household items, etc.

Women for Women 

“We help women who need it the most,” says 28-year-old AVON team member Salome Paksashvili while talking about the campaign.

"Now we might not be aware of the fact that by buying one product we're actually doing great thing - changing women's lives,” she says.

She has been cooperating with AVON for almost 5 years, she believes that it is a company that “has social responsibility” and “is determined to empower women in Georgia”.

Since childhood, Salome has had a desire to help other people change their lives for the better. That is why she believes that charity campaigns can enable us to do great things.

Bela Kalandia, 48, has been AVON's business partner for 9 years. Being involved in the UNFPA and AVON joint charity campaign is an important opportunity for her to contribute to the effort of supporting survivors of domestic violence.

"Although we live in the 21st century, domestic violence, unfortunately, is quite common. I have even met personally some survivors of domestic violence. Such campaigns promote certain changes. It gives [those women] hope that they can trust someone, talk openly, get support and care,” she says. 

In her opinion, in order to combat violence against women in Georgia, we need to support each other, to trust each other and speak openly.

Bela wishes women who are domestic violence survivors “to be strong and never to give up, to find ways to break free, not to tolerate abuse.”

Ia Kokoladze, 34, who has been AVON's business partner for 4 years, shares the same opinion. According to her, there have been cases of violence against women among people she knows well, although women prefer to talk less about them.

"There's nothing to be embarrassed about, it's not their fault. If they talk about it openly, I think a lot more families will be saved from breaking up,” she says, referring to the recent increase in cases of femicide.

As Ia notes, she is “very proud” to be involved in the charity campaign, because 100% of the profit earned from selling the products of the so called “Blue Line” is transferred to the fund supporting domestic violence survivors.

"I can express solidarity with these women through getting as many people involved as possible so that more people can buy the [charity] products..., you can contribute so much to helping these women, just with your bare hands,” says Ia, adding:

"I have been trying to help others since childhood. When I know that my activism, my calling for participation “you can help, you can be a benefactor, you can express solidarity” - simple things I do can help these women, I will never give up and will even try to do more.”

She wishes women who are domestic violence survivors “to never lay down their swords and shields and always think that everything will be fine.”

The campaign aims to raise at least GEL 70,000 so that women living in the shelters of Violence Prevention Network can receive reproductive health services and psychological support and attend trainings to acquire new skills.

Money can be transferred to charity funds by purchasing AVON charity products through AVON representatives: https://ge.avon-brochure.com/kvelmokmedeba; charity products can also be purchased on the website: https://my.avon.ge/csr