Avon is the very first brand to sign up to Changing Faces’ #PledgeToBeSeen, calling on fashion and beauty brands to feature people with visible differences in its campaigns.
Research from Avon found that 80 percent of women say they feel too much pressure to be ‘perfect’, with 60 per cent feeling pressured to meet a certain beauty standard.
According to the study, 40 percent of women said they find it hard to relate to the women they see in the media, which prompted the beauty products firm to feature a more diverse range of women in its own campaigns.
The firm also announced Stand4her, a global initiative to tackle some of the barriers preventing women from achieving their full potential. The initiative aims to improve the lives of 100 million women each year.
Following the 2013 coach crash doctors gave Ms Pugh a one in 1,000 chance of survival, but after 200 operations and three months in a medically induced coma she defied expectations and began to rebuild her life.
Now she says she wants to be a role model for people who have suffered similar ordeals.
Ms Pugh said: “When I was receiving treatments for my burns I would read magazines to pass the time and I never saw anyone who looked like me – so to be a part of a mainstream beauty campaign is so important.
“Hopefully these campaigns will open people’s eyes to the need for more diversity in the fashion and beauty industry and the impact this can have on people’s confidence and self-esteem.”
She added: “I hope to inspire others to embrace their appearance, no matter what they look like. I want people to feel confident and use clothes and beauty to express who they are rather than hide away.”
At least 1.3 million children, young people and adults in the UK are estimated to have
significant disfigurements, including 569,000 with facial disfigurements – around one in 111 in the population.
Becky Hewitt, chief executive of Changing Faces, said: “As a charity that supports people with visible differences, we want to see brands, publications and designers working with real people of all appearances so that beauty and fashion is accessible to all.
She added: “We are thrilled that our ambassador, Catrin, is one of the faces of Avon’s new campaign, proving that people who look different have a right to be seen and heard, especially in an industry which has historically excluded them.”