Empowering Filipino women the Avon way

Avon calls on Filipinos to see the signs of domestic violence via a social media campaign.

MANILA, Philippines—Psychologist Abraham Maslow created what is called the Hierarchy of Needs.

Maslow wanted to find out what motivates people and believed they possess motivation systems that did not require rewards and desires.

The Hierarchy starts with physiological needs such as food, shelter and moves up to self-actualization needs.

Avon, with its tagline “The Company for Women,” has been embarking on several advocacies. It started with a fight against breast cancer as symbolized by the pink ribbon known worldwide, and now it is rallying against violence against women.

The “Speak Out Against Domestic Violence” campaign is a cause that fights for the value and dignity of women, in particular.

Many “Avon ladies” usually start becoming so out of basic needs.

At a recent small group discussion, Avon Philippines’ president and GM Julie Tatarczuk introduced two Avon ladies who are in their new TV ad.

Rosalie Soriano had her first child at age 17. She had to quit school to earn a living. Being an Avon lady was her way of balancing motherhood and earning money while at home.

She says her first customers were her mom, ninangs (godmothers) and aunts. She worked hard and did well.

She is now a sales executive leader at the Caloocan branch with 400 members under her.

She did all these with her four children. Her husband is a seaman.

Her daughter, Shane, is now also an Avon representative.

Rosalie was able to go back and finish school using her earnings from Avon to pay for her tuition and now her children’s.

Recently, she joined GMA Network’s primetime telenovela—Prinsesa ng Buhay Ko, where lead star Kris Bernal plays Cess, an Avon lady. Rosalie play Cess’ sales leader, a role she auditioned for, upon the recommendation of her division manager.

Katrina Faustino, an architect, is an Avon independent franchise dealer.

Growing up, she was surrounded by Avon ladies—relatives and her mom’s friends.

She uses social media to tackle her passions—makeup, design and travel—and shares her new and noteworthy discoveries with her readers via a blog. She says Avon is what inspired her to start blogging where she critiques various products. She also does makeup tutorial in Avon.

When she joined the company, she stopped her masteral studies first and focused on her work and Avon.

Katsy, 28, and a cum laude graduate from UP Diliman, says some of her customers are construction workers who often buy underwear, deodorants, gifts for their girlfriends and wives and perfume, which she says the workers consider as investments.