A woman who suffered 96% burns in a horrific road crash in the French Alps has become the face of Avon’s new beauty campaign.
Catrin Pugh, from Rossett in Wrexham, is the beauty giant’s first ever model with a visible difference.
25-year-old Catrin was left with only the soles of her feet unburned after a coach she was travelling on in 2013 crashed and burst into flames. She has now been chosen as one Avon’s faces as part of an ongoing commitment to using more diverse models.
Catrin, said: “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.”
Catrin says: “For people with a visible difference, the beauty counter can be an intimidating place to go, because most brands champion traditional beauty ideals. I love makeup, but the experiences I had at beauty counters following my accident made me want to hide away. I want to send out the message that it’s ok to be different, and that true beauty is about being proud to be yourself.”
The beauty brand 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.
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.
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.”