• by Sarah Mahoney , March 7, 2011

Avon says it is expanding its marketing efforts to stop global violence against women, and is offering a $10 Women's Empowerment Bracelet to raise funds for its mission.

As in past years, the campaign will be spearheaded by actress Reese Witherspoon, the cosmetic company's celebrity ambassador, and kick off on March 8, the 100th anniversary of International Women's Day. So far, the company says, its International Women's Day Avon Empowerment products and programs have raised more than $30 million to end violence against women. That includes sales of the first bracelet, launched back in 2008.

Avon, which has mostly flexed its fund-raising muscle on behalf of breast cancer, says that in the U.S., a typical day means three women will be murdered by an intimate partner; 70,000-plus victims will receive services from domestic violence programs; another 10,000 will be turned away for lack of resources; and domestic violence hotlines will receive more than 22,000 calls.

All profits -- about $8.04 per bracelet -- go directly to Avon Foundation for Women programs dedicated to ending violence. The blue bracelets include assorted faux-stone, glass and silvertone beads with an "infinity" charm on a stretch bracelet, which the New York-based company says is meant to represent "the unlimited opportunities for women when they live violence-free lives."

In addition, it says it will donate a percentage from songs purchased from Avon Voices, the company's first global online singing/ songwriting talent search, to its antiviolence efforts. The first round of contenders, selected by singer Fergie and songwriter Diane Warren, are scheduled to be announced March 8, with online voting to begin April 22. (The songwriting competition starts in May.)

It's also asking its customers to designate the Avon Foundation for Women as their favorite nonprofit on eBay, which allows buyers to donate $1 or more every time they make a purchase on eBay and pay with PayPal. EBay sellers also can contribute to Avon by donating a percentage of their listing's final sale price -- which is reimbursed to them through a fee credit -- to Speak Out Against Domestic Violence.

Avon is not the only marketer linking events to International Women's Day. Clothing company DKNY is hooking up with Same Sky, a trade-not-aid jewelry initiative, and designer Diane von Furstenburg is sponsoring in-store parties, as well as selling limited-edition charity wares. And Air India is reportedly celebrating the day by having an all-women crew operate a 15-hour nonstop flight from Delhi to Toronto. In addition, female engineers will carry out the safety checks before takeoff.