DIRECT-selling company Avon released a new commercial with actress, political spouse, and international socialite Heart Evangelista (née Love Marie Ongpauco; a member of the Ongpauco restaurateur family which popularized crispy pata). In the ad, Ms. Evangelista is having fun in a bra (she’s the new ambassador for Avon’s line of intimate apparel) with two other women with more “realistic” bodies.

The commercial was launched via a fashion show on May 2 in a mini mall in Recto, Manila (can’t get any more real than that).

The fashion show featured an all-women ensemble of singers, dancers, and “real-women models.” Headlining the show were performers Kiana Valenciano, Deny, Peaceful Gemini, and spoken word artist Beverly Cumla. Ms. Evangelista went onstage wearing a white sheer top and a skirt with a white lobster by Schiaparelli*. The sheer top allowed her own Avon bra to peek ever so slightly.

In a group interview backstage, she praised the bra: “Only a woman would know. Hindi siya patusok (it doesn’t stab). It’s very becoming.” The bra is presumably from Avon’s new 360° Comfort System, made of a soft, breathable, and quick-dry fabric that carries away sweat from the skin, as well as being high-stretch (allowing freedom of movement). In a statement, she said, “This is my first undergarment endorsement, and I am proud that it is with Avon, a brand that celebrates all kinds of bodies and reminds women that they can achieve anything they set their mind to.”

“Avon isn’t just about the shape. It’s about your personality,” Ms. Evangelista said backstage.

Still, in a campaign that praises diversity in shapes and sizes, Ms. Evangelista’s on-trend thinness sticks out. Addressing this, she said, “Well, I’m very petite in the world of fashion. We are different cuts. I feel like it’s just about embracing your imperfections and being comfortable with that. Once you do that, that’s when you’ll shine. I hope that alone can make a difference for people, to kind of boost their confidence.

“It’s about owning your truth, embracing your flaws, believing in yourself, being kind to yourself,” she added. “Aanhin mo ang pera at kasikatan kung hindi ka naman masaya sa totoong buhay (what will you do with fame and fortune if you’re not happy in real life)?”

Niqui Leong, Brand Manager of Intimate Apparel for Avon Philippines told BusinessWorld about the body-inclusive campaign. “We’ve been trying to build on inclusivity and diversity for so long. The show is just a commitment to that. We’re intensifying the ages, the body types, the sizes that we feature.”

Inclusivity in business isn’t just a step towards political correctness. Not everyone is built like an international socialite, so having a product line that can cater to more people can be a step towards practicality (and profit). Asked if inclusivity translates to profitability, Ms. Leong said, “I’m happy to tell you that it does. We’ve expanded our size range, and we’ve been seeing good performance there.

“I think more women want more sizes offered to them versus the usual sizes,” she said. — JLG

 

*A tribute to founder Elsa Schiaparelli’s 1937 collaboration with Surrealist Salvador Dali which resulted in a dress painted by the artist with a lobster; it was worn by Wallis Simpson prior to her marriage to the UK’s King Edward VIII.

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