“We all have true beauty within us.” Shira Evan


Shira Evan, Marketing Director of Avroy Shlain, takes us through the campaign.

Please tell us about your jouney with Avroy Shlain.

I’ve been with Avroy Shlain since June 2014, most of my career has been in direct selling. I love this industry and this channel, it’s very exciting and fast paced, and there’s a lot of freedom as a makerter to be innovative and to bring things to the market. 

What do you love most about what you do?

The best part of my job is the fact that we’re able to give women opportunities through them being consultants for the brand. Seeing how the sales people grow and their passion for the brand excites me, also knowing that we are contributing to help build their lives is motivating.

Please tell us about the True Beauty Shines campaign and why do you think Avroy Shlain is the right brand to lead the conversation about true beauty?

Avroy Shlain has been around for 44 years and it’s a brand with such good heritage. We spoke to our sales people and our consumers just to find out how they feel about beauty and through that, we had great insights. The things we learnt is that beauty is not about the skinny European models; everything is now shifting to natural beauty. African women are really embracing their curves, uniquely dark skin tones and their natural hair. Beauty is no longer about being lighter, it’s about embracing yourself. When I listened to the sales team talk about beauty, they emphasised on beauty being about how you feel more than how you look. We saw this as a chance to start a real beauty campaign and I don’t think any brands are doing that currently. Because we do give women opportunities to grow and teach them how to use make-up to enhance their beauty, it was just such a natural progression for us to bring that campaign together.

How long has the campaign been running?

Officially we started in July and we’ve rolled a new creative and exciting website that’s fresh and contemporary. We’re also starting to speak to more people on social media.

How does the public get involved with the True Beauty Shines campaign?

We started by rolling out messages on social media, which talked about what true beauty really means. Our definition was being comfortable in your skin, it’s when you’re beautiful from the inside that your beauty shines on the outside. So a whole lot of different messages where thrown out there.  Our big hook was asking people to share what True Beauty Shines means, and we’ve had so many people who’ve been participating. We’ve even extended it by asking people to tell us about someone else who has true beauty that shines and the response has been amazing. We’re also broadcating our ads in taxi ranks, billboards, newspapers and magazines.

When is this campaign closing?

We’re closing this part of the campaign at the end of September, then we’re going to choose a beauty ambassodor, this women is going to win R25 000 for education or to give to a charity of her choice! This campaign will also continue to run as we plan our dialogue around women in business, beauty and empowerment. The “True Beauty shines” message will continue to be communicated in the 2018 and will evolve the same as African beauty has evolved with time. Avroy Shlain will truly shine in 2018. 

What is true beauty to you?

Beauty is something that comes from within, if you don’t feel good about yourself and how you treat others and how you look at the world, if you’re not positive and want to make a difference or jump out off bed, you’re not going to look beautiful on the outside. When you feel that spark on the inside, that passion within you, then your beauty shines from the inside to the outside. And you can see a woman like that, when a woman with true beauty walks into a room everyone pays attention. We all have it within us. 

Please give us 5 tips on how to make your true beauty shine

  • Love what you have.
  • Use make-up to enhance your features, not to change them.
  • Trust and believe in yourself.
  • Be confident.
  • Be proud of yourself.

 When we embrace a life filled with passion, our true beauty shines. True beauty shines, when you look as beautiful as you feel. 

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