L’Oréal Commemorates World AIDS Day

1 December 2011 is a special day for the L’Oréal brand. It marks the 10^th anniversary of the global AIDS drive that they have created. The initiative is called L’Oréal Hairdressers Against Aids or HAA. The purpose of the drive is for hairdressers to raise awareness, teach about prevention against HIV/AIDS and fulfil a role in their social communities as educators.

To celebrate this milestone, L’Oréal South Africa invited local hairdressers from all around the country to attend their glamorous Red Ribbon Rendezvous event on 30 November in Johannesburg. At the event, the hairdressers were educated and encouraged to tackle AIDS within their communities.

'HAA has been a phenomenal success and has made a very real impact in local communities over the past 10 years. But that’s not the only reason we’re marking World AIDS Day in this way this year. HIV is not a death sentence; with the correct treatment, people with HIV can live happy, fulfilled lives. And that’s exactly what our Red Ribbon Rendezvous is – a celebration of life. It’s also an opportunity to arm our hairdressers with information about the disease, so they can go out on World AIDS Day knowing the facts and use their voices to share this knowledge with others,' explains Jane MacLaren-Taylor, General Manager of the Professional Products Division at L’Oréal South Africa.

All these particular hairdressers are equipped with a practical understanding, the confidence and means to alert the public to the risks of HIV/AIDS and the preventative measures that can be taken in this regard. They also work to fight the stigma associated with AIDS.

South Africa has one of the highest HIV rates in the world. There are at least 400 000 new infections each year. Due to this frightening statistic, L’Oréal South Africa has created a programme that would help build the relationship and trust between a hairdresser and their client. Through this unique relationship, L’Oréal South Africa has used this as a platform to raise awareness about HIV/AIDS.

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