CUT SHORT: L’Oréal Italy’s Professional Products Division kicked off its annual Hairdressers Against AIDS campaign in Rome on Tuesday in conjunction with World AIDS Day.

During the event, held in an industrial building dating back to the end of the 18th century, the two hashtags #cutAIDSshort and #AIDSisnotdead were promoted, which are also supported by Italian hair product firm ContestaRockHair.  CRH Condom sold condoms for the symbolic price of one euro and will donate the proceedings to LILA, an Italian nonprofit league for the fight against AIDS that has been operating since 1987.

Guests were also able to test their knowledge about AIDS and clarify rumors, one of the main aims of the event, which also gave a glimpse at the campaign AIDS is Not Dead, which was produced by photographer Massimo Scognamiglio.

Over the past 15 years, the L’Oréal Professional Products Division has been increasing awareness and prevention of HIV and AIDS through a network of more than 600,000 hairdressers in 37 countries.

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