SAN JUAN, PUERTO RICO — 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’Oréal 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.
For Víctor Cabezas, Partner & SVP Creative Director of Sajo//McCann, “we focus on an insight that is the first manifestation of gender expression for someone who is transitioning, hair is very important in the transformation of a trans person. It is not as easy as leaving it long or short, because it requires a more complete process. This is how we want to continue building a meaningful brand platform for L’Oréal Professional Products and strengthen the self-esteem and self-determination behind ‘Because I’m worth it’ and face discrimination.”
Kristopher Fonseca, Education Manager of the Professional Products Division of L’Oréal Caribe, said that “as part of the initiative we will have a web page where we will present different resources for trans people and information about the True Self Foundation, the Euphoria Project and Translucent, a specialized clinic of Centro Ararat that supports the community.”
“The human being is at the center of all our initiatives. Therefore, our vision of beauty is deeply humanistic and includes each and every person individually. Through this program we want trans people to feel free and confident in their beauty salons, to be given a safe space in which they can work on their image and, above all, reinforce their self-esteem,” said Liana Camacho, director of the Professional Products Division of L’Oréal Caribe and leader of the program L’Oréal for the Future.
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.
Interested beauty salons may request information by accessing https://www.lorealprofesionalpr.com/matrix/#estilistas
Credits:
Victor Cabezas – SVP Creative Director / Copywriter
Giorgio Montilla – Creative Director / Art Director
Melanie Droz – Associate Creative Director / Copywriter
Viviana Bustillo – Account Director
Direction: Green Room – Sajo//McCann In house Production
Keru Ortiz – Producer/videographer
Minnette Morales – Traffic Coordinator
John Velez – Copywriter
Aimeé Ortiz – Copywriter
McCann Q – Consultant
DDB Latina PR – Public Relations in Puerto Rico / Digital Education Program
