La Roche-Posay, Baheya Foundation launch “Fight with Care” initiative for cancer patients

La Roche-Posay, a global skincare brand under L'Oréal, has joined hands with the Baheya Foundation in Egypt to launch the "Fight with Care" programme. This initiative is designed to provide comprehensive support to women undergoing cancer treatment, focusing on both their emotional and physical well-being.

By creating a nurturing environment and providing essential resources, the programme aims to empower cancer patients to face their challenges with strength and dignity.

How does it work?

The "Fight with Care" programme is centered around a dedicated training room at the Baheya Foundation hospital in Sheikh Zayed City. This space will host various workshops and training sessions, such as makeup classes, aimed at uplifting the spirits of cancer patients. Essential skincare products will also be provided to those in need, and awareness will be raised among families, patients, and healthcare providers about the importance of holistic care.

A dedicated website, cancer-support.com, will serve as an online resource in Arabic, offering valuable information and guidance to patients and their families.

According to Sandrine Japhet-Sibboni, LDB General Manager, "At La Roche-Posay, we believe that caring for people with cancer also means caring for their skin."

This understanding has fueled the decision to launch the programme in Egypt, aiming to make a real difference in the lives of those affected by cancer.

Why does it matter?

The importance of the "Fight with Care" programme lies in its holistic approach to cancer care. By addressing the emotional and psychological needs of patients, the programme goes beyond conventional treatment methods.

"We are committed to making a meaningful impact in the lives of those fighting cancer as they go through their treatment journey," stated Dave Hughes, Managing Director of L'Oréal Egypt.

Cancer treatment often takes a toll not just on the body, but also on the mind. Emotional and psychological support can be just as vital as medical intervention. By offering activities such as art workshops, beauty treatments, and birthday celebrations, the programme seeks to uplift the spirits of the patients, helping them to regain a sense of normalcy and joy in their lives.

The context

The Baheya Foundation has been supporting women suffering from cancer since 2015, with a mission that extends beyond medical treatment. They offer emotional and psychological support to empower women to face their battles with strength and resilience.

Jaylan Ahmed, CEO of Baheya Foundation, expressed his enthusiasm for the collaboration: "We are thrilled to be working together to support the brave women battling cancer at Baheya."

La Roche-Posay, known for its commitment to cancer patients through initiatives like the La Roche-Posay Thermal Center in France, brings a wealth of experience and dedication to this partnership. This collaboration aims to support 1,000 patients annually, reflecting a shared commitment to enhancing the quality of life for women undergoing cancer treatment.