Keeping the colors alive

MANILA, Philippines - The Philippines has the highest incidence of breast cancer in Southeast Asia, registering the highest incidence increase of 589 percent from 1980 to 2010. This places us right at the center of the fight against breast cancer in the region.

With the shared endeavor to make the Philippines a healthier place by battling cancer, ICanServe Foundation has been chosen this year by Pureology, the best hair color care brand by L’Oréal Professionnel, as its partner to help Filipinos make a difference by finding new meaning in hair care. ICanServe Foundation has been playing an active role in setting up support programs for Filipino women battling cancer.

It was in 2001 when Pureology revolutionized color care at Irvine, California as part of Jim Markham’s, the founder of Pureology, search for a safe haircare product for a friend stricken with cancer. “From its inception, Pureology has been created with integrity and has always been striving to make a positive impact in its communities worldwide,” said Asher Lu, marketing management trainee of Pureology Philippines. “From the 100 percent vegan ingredients that go into our formulas to the materials that comprise our packaging, Pureology as a brand aims to make a difference.”

Since then, Pureology has grown its reputation as the best hair care line for color-treated hair that is enriched with organic botanicals with an infallible commitment to sustainability.

The campaign encourages salon-goers to choose Pureology and make a difference as Filipinos observe Breast Cancer Awareness Month every October.

“With every purchase of any Pureology product, a percentage of sales goes to ICanServe Foundation to help fund their support programs for breast cancer patients,” added Lu.

The story of Pureology indeed continues here in the Philippines with this meaningful advocacy that encourages its partners and clients to join the cause. “Just like Jim, you can also help keep the colors in cancer patients’ lives alive,” encouraged Lu.

Pureology products are exclusively available at leading image salons nationwide. For more information, visit www.facebook.com/LOrealProfessionnel.PH.