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L'Oreal: Transformation
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Hair is one of the keys to the process of a Transgender person, but unfortunately people who work in beauty salons do not always know how to be helpful. Until now. Within the framework of the International Day of Transgender Visibility and thanks to the Transformation initiative, developed by Sajo//McCann and L'Oreal Professional Products, in Puerto Rico there is the first network of beauty salons specialized in assisting those who are part of this community. There are 10 stores distributed in different parts of the island, whose professionals are being trained to create a safe space and provide specific guidance in terms of hair, image and color, complete advice and attention to the needs of those who are transitioning. The launch of the innovative program worked in partnership with the True Self Foundation, a leading local organization in promoting the overall well-being of communities of diversity in sexual orientation and gender identity, was also supported by other L'Oréal brands such as NYX Professional Makeup, and referents like Gabo Ortiz and Ceidy Lee from Redken; and Zaid Xavier from Kérastase. As part of Transformation, L'Oréal Caribe will donate US$15,000 to the True Self Foundation scholarship fund for those who show interest in studying cosmetology at Century College with campuses in San Juan and Bayamón, the Premier Educational Institute in Ponce and College of Technology in Arroyo.
Victor Cabezas - SVP Related |
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