BE-YOU-TIFUL: PROMOTING SKIN CARE AND ADVOCACY AGAINST SKIN BLEACHING
In 2019, Avila Naturalle launched an advocacy campaign against skin bleaching and the use of harmful chemical skincare products on the skin. The campaign which was tagged, BE-YOU-TIFUL is the company’s annual advocacy programme aimed at sensitizing the young Nigerian population against the danger of bleaching (or Skin Toning) on their overall health.
The Be-You-Tiful campaign is one of Avila’s Corporate Social Responsibilities (CSR) programs targeted at the younger Nigerian population, particularly Secondary School students in an attempt to catch them young and shape their mindset early enough with the orientation necessary for making the right skincare decisions from now.
The program involves visits to several Secondary Schools, Hospitals, Orphanages and Primary Healthcare Centres in several locations and states across the country usually as part of activities to mark the International Children’s Day celebration.
This advocacy campaign stems from studies and media reports highlighting the prevalence of skin bleaching in Africa. A CNN report suggested that the skin whitening industry is estimated at $8 billion worldwide and is predicted to reach $11.8 billion by 2026. Several studies also suggest that women account for almost 80% of the sales of these bleaching products worldwide.
At Avila Naturalle, we are concerned about the high rate of Nigerian women and young ladies who apply skincare products containing harmful chemicals substances on their bodies every day and the rising health implications resulting from these chemical exposures is alarming.
As a company whose brand essence is to enrich the lives of Nigerians by providing purely natural solutions to their skin concerns, we embark on this nationwide advocacy campaign to sensitize our young people about the dangers of using these harmful products, help them build their self-esteem and encourage them to be self-confident and understand that they are beautiful in their natural skin.
Over Twenty Thousand students from different schools across the country have been directly or indirectly reached and sensitized. The campaign team encouraged the students to understand the importance of taking care of their skin, the dangers of bleaching the skin and the need to steer clear of chemical-induced skincare products that may be harmful to their health.
The BE-YOU-TIFUL CSR Campaign is one of the many ways Avila has been championing the advocacy against skin bleaching and the use of products with harmful chemical substances on the skin by Nigerians. Since its inception in July 2017, Avila Naturalle has left no stone unturned in advocating against this social malaise. Avila Naturalle has remained unflinching in its brand philosophy to ‘RIGHT’ the ‘WRONG’ in the society by not only sensitizing Nigerians on the danger of bleaching but also providing them with all-natural, safe, healthy solutions that will enrich the skin, making it healthy and glow naturally.