Woman who survived 96% burns stars in Avon's new campaign

Keiligh Baker's picture

Avon has unveiled 25-year-old burns survivor Catrin Pugh as one of the faces of its new beauty launch. 

The announcement comes as Avon becomes the first beauty brand to sign the Changing Faces pledge to feature more diverse models within its campaigns as part of its new global initiative, Stand4her.

The beauty giant made the pledge after its research revealed that 80% of women claim to feel too much pressure from the media to be perfect, and 60% feel pressured to meet a certain beauty standard.

In response to the research, Avon has today announced Stand4her, a global initiative to tackle some of the greatest barriers that are holding women back from achieving their full potential, which aims to improve the lives of 100 million women each year.

To kick start the initiative in the UK, Avon has joined forces with Changing Faces, becoming the first UK beauty brand to sign the charity’s pledge to represent more people with a visible difference in their campaigns over the next year. By working together, Avon and Changing Faces aim to change the conversation around ‘looking different’ by featuring more models with visible differences.

Catrin, from Wrexham, who is an ambassador for Changing Faces, was left with only the soles of her feet unburned after a coach she was travelling on in the French Alps in 2013 crashed and burst into flames. She has been chosen as a face of Avon's campaign to launch the new Perfect Nudes collection of lip shades, which launches on 15 March.

The campaign will be the first to reflect the charity’s pledge to feature more people with visible differences in campaigns.  Catrin will be joined by a host of diverse faces including male beauty influencer Gary Thompson, also known as The Plastic Boy, 60 year old influencer Lucia Whitehouse - Grandmother Pukka, and Love Island star Megan Barton Hanson.

Catrin said: “I’m so excited to be working with Avon on this project. To be a part of a beauty campaign that challenges traditional beauty stereotypes, and the stigma around ‘looking different’ is so refreshing.

"I hope that it will open the eyes of people in the beauty and fashion industries, and society in general, that we should be championing a diverse range of role models, especially for young people. I hope to inspire others to embrace their appearance, no matter what you look like.”

Jan Zijderveld, Avon Chief Executive Officer, said: “Stand4her is what we do, every day – it’s what we’ve been doing for over 130 years.  We’re reigniting Avon’s strong sense of purpose and doubling down on our efforts to support women and provide more meaningful and rewarding opportunities for our beauty entrepreneurs.”