Diabetes Awareness Campaign Launched at ABS 2013

At America's Beauty Show, City of Hope Spirit of Life Award honoree Reuben Carranza, CEO of Wella North America, the Salon Professional Division of P&G, announced the launch of "Hope is in Style", a year-long effort to raise awareness and funds to fight diabetes. Nearly 100 industry notables gathered to hear Carranza and Britta Bucholz, Sr. Director of Development at City of Hope, talk about how diabetes threatens the industry and how "Hope is in Style" will help inform salons and their clients about this epidemic.

"Diabetes is an unseen threat to the salon professional," said Carranza. "The disease robs its victims of the ability to stand comfortably for long periods of time. It compromises circulation in the hands and feet. It destroys vision. It cuts at the very heart of how a hairdresser makes a living. I know—I saw it happen to my mother and my aunt, both hairdressers working behind the chair."

The "Hope is in Style "campaign educates salon professionals through a series of print ads and digital education. The campaign will raise funds with an online auction and supply salons online tools to support in-salon fundraising events. Online resources will be available mid-April at www.cityofhope.org/hopeisinstyle.

The National Professional Salon Industry recognizes industry leaders each year for their outstanding professional and philanthropic contributions at the Spirit of Life® Award Gala. The Spirit of Life® Gala is an annual celebration to support City of Hope's lifesaving mission to cure cancer, diabetes and other life-threatening diseases. To donate or register for The Spirit of Life® Hope is in Style Gala, please go to www.cityofhope.org/hopeisinstyle.