Hair is one of the keys to the process of a transgender person. Unfortunately, however, people who work in beauty salons do not always know how to be helpful. Until now. Sajo // McCann and L’Oréal have created Transformation in Puerto Rico, a network of ten salons specialising in assisting transgender people to achieve hair that boosts their self-confidence.
The campaign coincides with the International Day of Transgender Visibility. Professional hair stylists in its ten salons are being trained to create a safe space and provide specific guidance in terms of hair, image and colour, complete advice and attention to the needs of those who are transitioning.
The progamme was launched in partnership with True Self Foundation, which works to promote 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, as well as influencers, Gabo Ortiz and Ceidy Lee from Redken; and Zaid Xavier from Kérastase.
Víctor Cabezas, partner & SVP creative director of Sajo//McCann, stated, “We focus on an insight that as 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.”
Included in the initiative is a web page that presents different resources for trans people and information about the True Self Foundation, the Euphoria Project and Translucent, a specialised 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,” commented 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 here.
Credits:
Agency: Sajo // McCann
SVP Creative Director & Copywriter: Victor Cabezas
Creative Director & Art Director: Giorgio Montilla
Associate Creative Director & Copywriter: Melanie Droz
Copywriters: John Velez & Aimeé Ortiz
Account Director: Viviana Bustillo
Traffic Coordinator: Minnette Morales
Direction: Green Room (Sajo//McCann In-house production)
Producer & videographer: Keru Ortiz
Consultant: McCann Q
Public Relations in Puerto Rico / Digital Education Program: DDB Latina PR
