Trade Secrets unveiled their new initiative, Colour Your Hair to Conquer Cancer. The fundraising program encourages Canadians to colour their hair and raises funds for The Princess Margaret Foundation.
We attended the launch event on April 4, 2018 at the Princess Margaret Cancer Research Tower in Toronto, where guests crowded around for their turn to get their hair coloured using Joico’s Instatint temporary hair colour sprays.
The fundraising campaign officially begins on May 1 to 31, and encourages salons to get the word out on how people can get involved by using vibrant hair colour to raise awareness for cancer research.
“Colour Your Hair to Conquer Cancer is a new and innovative program that really engages people in a different way than what we’ve done before and gets them to use their networks to help support research here at the Princess Margaret Cancer Centre,” says Michael Burns, president and CEO of The Princess Margaret Cancer Foundation. “We think this program is really going to catch on, not just in Toronto but also across the country.”
Paolo D’Elia, general manager for Trade Secrets, was also in attendance and presented a touching speech about his personal cancer diagnosis. “This industry needs this type of event for its own awareness. This is why I stepped up as the sponsor,” says D’Elia. “If you’re interested in helping to find a cure, you need to get involved.”
For salons looking to participate, D’Elia suggests to “form a team, put up signage and encourage clients to come in and get their hair done professionally. It’s a great opportunity for people to learn how to use temporary colours,” he says. “We can own this as an industry. It’s important to repay and give back.”