Beirut, 6 November 2017 –In collaboration with the Lebanese Breast Cancer Foundation (LBCF), L’Oreal Professionnel succeeded in attracting hundreds of people within the frame of “I Took the Cut” annual hair donation campaign. On October 29th, hundreds of people from all across Lebanon gathered in ABC Verdun for one unified mission: Empower cancer Patients. Women, children, and even men, lined up for a chance to donate at least 20 centimetres of their hair at the hands of L’Oréal talented hairstylists who offered free cuts and styling on this special occasion.
“I Took the Cut” campaign, which coincides with Breast Cancer Awareness Month, focuses on collecting ponytails to provide free-of-charge wigs to patients who suffer from cancer and have lost their hair. The Lebanese Breast Cancer Foundation (LBCF) gives away wigs to cancer patients to help them cope better with the dreaded side effects of chemotherapy, help bring back their smile and improve their self-image as they recover, based on the importance of patients’ mental health throughout the treatment course.
“I Took the Cut” event resulted in immense success, with more than 47 kilos of collected hair, allowing the fabrication of around 300 wigs. Moreover, the campaign received widespread support from four female social media influencers: Paola El sitt, Lea Yerevanian, Cynthia Samuel and Natalie Sallaum, who participated in the advertising campaign. On the other hand, the important contribution of media representatives offered this campaign the best possible visibility and helped reach audiences all around Lebanon, along with many women’s associations, which have joined their efforts for solidarity with cancer patients.
On this occasion, Mr. Joy El Husseini, General Manager of the Professional Products Division at L’Oréal Levant, expressed his pride in the persistence and determination of cancer patients and their struggle for life. “We extend our appreciation to all the patients from whom we learn patience and perseverance.” He added: “We also thank all the donors for their confidence in L’Oreal: their priceless and invaluable humanity which has emerged with the “I Took the Cut” campaign, reflects the strength of solidarity and the keen sense of many Lebanese with women fighting cancer.”
“We are proud of the enthusiasm shown by the participants towards this humanitarian campaign held every year, and the successful and remarkable collaboration with our partner, L’Oréal Professionnel, which led to amazing results felt by many women struggling with cancer in Lebanon.” Said Mirna Hoballah, Vice President of the Lebanese Breast Cancer Foundation. She added: “This event, which created a sense of happiness and gratitude by the achievement of the desired goals, proved that, by donating a few centimeters of hair, we can make a big difference. Kindness, love and care to cancer patients is a clear and unequivocal evidence of the success of this campaign.”
Dr. Naji Saghir, President of the Breast Cancer Center at the Naef K. Basile Cancer Institute (NKBCI) at the American University of Beirut Medical Center, said: “I Took the Cut” campaign is part of the association’s collaboration with L’Oréal Professionnel to serve the community, raise awareness on prevention and early detection, and support patients undergoing chemotherapy. We and all donors stand together with cancer patients to overcome the psychological and material difficulties that accompany periods of hair loss transitions.”
Alongside hundreds who came to donate their hair, ABC Verdun was full of passer-by’s who had also joined to show their support for this cause