TIGI Hair Care recently partnered with Children With Hair Loss (CWHL), a nonprofit organization based in South Rockford, MI, that provides annual customized hair replacements and styling services, cost-free, to children with medically related hair loss.
As part of this exciting partnership, during New York Fashion Week Spring 2014, held last September, TIGI invited Mikayla Marcero, ambassador of CWHL, and her family to see fashion week shows and backstage preparations. Marcero is shown left with TIGI's Nick Irwin behind the scenes of the Mara Hoffman show.
“I witnessed the TIGI hairstylists work their magic on the models to get them ready for the Mara Hoffman show, and they did such a phenomenal job,” Marcero said. “It was one of the most exciting and uplifting experiences I’ve ever had."
As a new partner, TIGI Professional will work hand-in-hand with CWHL to host awareness-driving initiatives, donation and fundraising events, as well as issue marketing materials and advertisements. “It’s an honor to take what we know and do, and give back to an incredibly rewarding cause,” said Andy Rah, director of marketing for TIGI Americas. “We’re humbled to be in partnership with Children With Hair Loss and look forward to helping renew the self-confidence of the many children in need.”
TIGI and CWHL will begin showcasing their new partnership during America’s Beauty Show in Chicago on March 9-11, 2013. The annual professional hair care and styling convention will be the backdrop for an interactive TIGI booth, which will also feature a customized section for CWHL.
Digital scrapbooks Marcero created in honor of the NYFW events and her time in NYC.