São Paulo, October 2016 - Americas Amigas, an NGO fighting to reduce mortality from breast cancer, and Jacques Janine, the first network of beauty salons in Latin America, are promoting on 10 October, in São Paulo, the Mutirão da Beleza (Beauty Mutirão) to provide free services to around 100 women undergoing treatment for breast cancer. In a full day of activities, 80 volunteer professionals will offer various services, such as haircuts, wig maintenance, nail enameling, scarf and sash workshops and make-up classes. To complete the programming, the event has a chat about sexuality and self-esteem with the sexologist and blogger from Pimentaria, Nathalia Ziemkiewicz.

The initiative is part of a series of actions promoted by the NGO in Pink October, a month worldwide dedicated to raising awareness about the disease and its risks, and aims to offer a different and motivating day for people who live a delicate moment of their lives with the treatment process, reinforcing the importance of taking care of themselves and feeling beautiful, regardless of the situation.

For Francisca de Paula Harley, president of Americas Amigas, the Day of Beauty is one of the most special actions that the NGO has ever organized. "We work hard, daily, to give women a chance at life, providing them the mammography exam and the possibility of diagnosis. But it is impossible not to be touched when we have the opportunity, together with our partners, to distance these women from the difficult days they have been going through after being diagnosed", she comments.

During the activities, the women will be photographed and will receive products such as lipsticks donated by The Estée Lauder Companies and false eyelashes donated by KISS NY, brands supporting Beauty Day. All designed to give all of them renewed self-esteem.
"Beauty is a precious source of confidence to face adversity, especially in moments of fragility. It is a motivation for us and our professional volunteers to help rescue the self-esteem of women who are already victorious and an inspiration to us all. We hope that this initiative will sensitise other companies to collaborate with projects that contribute to the fight against cancer", says Diane Goossens, director of Académie Jacques Janine.

The 100 beneficiaries of the action belong to the group Meninas de Peito, which gathers women who are or have been in breast cancer treatment and share their experiences to overcome the disease together.
Realization: Américas Amigas and Jacques Janine.
Beneficiaries: Meninas de Peito.
Support: Cafés Suplicy, The Estée Lauder Companies, Goodessence, KISS NY, Nathalia Ziemkiewicz (Pimentaria), Quinteto Metal Arte and NGO Orientavida.

About Americas Amigas
Americas Amigas is a non-governmental organization that arose from the union of Brazilians and Americans in the fight to reduce the number of deaths caused by breast cancer in Brazil, especially among the low-income population. Founded in 2009, the NGO has already benefited more than 12 Brazilian states through the donation of 23 mammography devices to public hospitals and philanthropic health institutions, in addition to having already offered more than 500,000 mammography exams and 16,000 hours of training and capacity building for mammography professionals. To learn more about Américas Amigas, access: https://americasamigas.org.br/

About Jacques Janine network
Founded in 1958 by the French couple Jacques and Janine Goossens, the salon Jacques Janine is the first network of beauty salons in Latin America. Nowadays, the net has a unit in Orlando, Florida, and other 64 units spread in eight Brazilian states - São Paulo, Rio de Janeiro, Paraná, Minas Gerais, Santa Catarina, Mato Grosso, Bahia and Pernambuco - that gathers trained teams with excellence in attendance, appreciating the quality of the products used and in differentiated services. A solid and essential brand in the history of beauty in Brazil, it is recognized with national and international awards in the segment.
Press Information - Burson-Marsteller Brasil
Camila Cardoso - (11) 3094-2283 | camila.cardoso@bm.com
Luci Anunciato - (11) 3094-2252 | luci.anunciato@bm.com

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