Sajo//McCann & L’Oréal Join Forces To Open Trans Friendly & Specialised Salons Across Puerto Rico

Sajo//McCann & L’Oréal Join Forces To Open Trans Friendly & Specialised Salons Across Puerto Rico
B&T Magazine
Edited by B&T Magazine

Inspired by the 2022 International Day of Transgender Visibility, creative agency Sajo//McCann and L’Oréal Professional Products have joined forces to open a network of beauty salons in Puerto Rico which specialise in serving and assisting members of the transgender community.

Unfortunately, not many people know just how important hair is to the process of a transgender individual, nor do many beauty salon workers know how to be helpful or provide bespoke services to members of this community.

The Sajo//McCann and L’Oréal Professional Products partnership finally addresses this.

There will be 10 salons, named Transformation, distributed in different parts of the island, with professionals currently being trained to create a safe space and provide specific guidance in terms of hair, image and colour, complete advice and attention to the needs of those who are transitioning.

The initiative saw assistance and partnership from True Self Foundation, a local organisation which promotes wellbeing in communities of diverse sexual orientation and gender identity.

The initiative was also supported by other L’Oréal brands such as NYX Professional Makeup, and referents like Gabo Ortiz and Ceidy Lee from Redken; and Zaid Xavier from Kérastase.

We focus on an insight that is the first manifestation of gender expression for someone who is transitioning, hair is very important in the transformation of a trans person,” said Sajo//McCann partner and SVP creative director, Víctor Cabezas.

“It is not as easy as leaving it long or short, because it requires a more complete process. This is how we want to continue building a meaningful brand platform for L’Oréal Professional Products and strengthen the self-esteem and self-determination behind “Because I’m worth it” and face discrimination.”

L’Oréal Caribe education manager of the professional products division, Kristopher Fonseca said that “as part of the initiative we will have a web page where we will present different resources for trans people and information about the True Self Foundation, the Euphoria Project and Translucent, a specialised clinic of Centro Ararat that supports the community”.

Director of the professional products division of L’Oréal Caribe and leader of the program L’Oréal for the Future, Liana Camacho, added, “The human being is at the center of all our initiatives. Therefore, our vision of beauty is deeply humanistic and includes each and every person individually.

“Through this program we want trans people to feel free and confident in their beauty salons, to be given a safe space in which they can work on their image and, above all, reinforce their self-esteem.” 

L’Oréal Caribe have announced they will also donate $US15,000 ($A20,100) to the True Self Foundation scholarship fund for those who show interest in studying cosmetology at Puerto Rico’s Century College.


Victor Cabezas – SVP Creative Director / Copywriter

Giorgio Montilla – Creative Director / Art Director

Melanie Droz – Associate Creative Director / Copywriter

Viviana Bustillo – Account Director

Direction: Green Room – Sajo//McCann In house Production

Keru Ortiz – Producer/videographer

Minnette Morales – Traffic Coordinator

John Velez – Copywriter

Aimeé Ortiz – Copywriter

McCann Q – Consultant

DDB Latina PR – Public Relations in Puerto Rico / Digital Education Program

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