6 December 2023

“Hope is in Style”

Reuben Carranza launches his Diabetes Awareness Campaign at ABS 2013

While at ABS 2013, Reuben Carranza, CEO of Wella North America, the Salon Professional Division of P&G, At and City of Hope Spirit of Life® Award honoree announced the launch of “Hope is in Style”, a year-long program to raise awareness and funds to fight diabetes.

Carranza and Britta Bucholz, Sr. Director of Development at City of Hope talked to the audience about how diabetes is poised to threaten the industry and how “Hope is in Style” will help inform salons and their clients about this disease that is reaching epidemic proportions.

“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 is designed to educate salon professionals through a series of print ads and digital education. Funds will be raised thanks to an online auction and salons will be provided with online tools to support in-salon initiatives. Also, look for online resources as they become available around 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 towww.cityofhope.org/hopeisinstyle.


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