In the heart of the San Fernando Valley, Woodland Hills to be exact, a new bar which was not officially open to the public as of yet, had a packed house on the evening Wednesday, September 16. HQ Gastropub was booming and receiving plenty of buzz with the 2nd annual “Cocktails for a Cause” event hosted by I.C.O.N. Products. This annual event is held as a fundraiser for Breast Cancer Research. Throughout the evening guests indulged in tasty treats, refreshing drinks, and were able to mingle and celebrate with Breast Cancer Survivors, one of those survivors being I.C.O.N’s very own co-founder and creative director, Chiara, who is near and dear to the disease.
After a most intimate battle with breast cancer, Chiara recognized the immediate need for a professional hair care line to help heal and manage all textures of hair; especially strands altered by the effects of chemotherapy and radiation. Launched in October 2014, I.C.O.N. Products Cure by Chiara micro-line was born with a $95 trio including Cure Replenishing Spray, Recover Shampoo, and Double Body Serum, usable for all cultures and hair types. Designed to change the balance of texture by smoothing and softening wild hair and encouraging body in fine and flat hair, it revives, rejuvenates and repairs hair.
“This line represents my personal story of strength for all those struggling with erratic texture issues. It’s also a celebration for the survivors of this nasty disease, a memorial to those we’ve lost, and hope for future lives to save,” Chiara said. I.C.O.N’s worldwide “Cure for a Cause” campaign donates 20 percent of its Cure by Chiara sales to STOP CANCER direct.
With the need to give back to the community, HQ Gastropub was pleased and honored to host this epic event at their restaurant.
“We are an establishment who takes a personal interest in the happiness, well-being of every guest and the community surrounding us. Philanthropy is as important as the food we serve, the beer, wine, and spirits we dispense,” Mark Matters, HQ’s owner, stated.
Some of the tasty treats that I was able to enjoy, in addition to meeting prominent forces within the beauty industry, included cutting-edge, pop-culture fared food that consisted of gourmet tater tots with homemade ranch dressing, bacon lettuce wraps, watermelon slices with a sweet, savory sauce and more. There was also a silent auction that has beautifully, decorated items wrapped in a basket that was provided by a few of the sponsors. Lastly, let’s not forget the dessert! The dessert table was filled with cupcakes that were topped with pink, white, and white with pink sprinkles, frosting.
To make this event an even bigger success, I.C.O.N. partnered with STOP CANCER, a 501(c)3. Since 2007, the two parties have raised over $200,000 in grant money through their worldwide “Cure for a Cause” campaign. The international hair care brand chose to align with STOP CANCER specifically for its unique relationship with UCLA’s Jonsson Comprehensive Cancer Center, USC Norris and City of Hope, where every dollar raised is matched with in-kind support to each awardee including space, equipment, telephones, lab supplies, admin services and underlying salary support. The value of every dollar that is contributed is doubled. For 2015, I.C.O.N’s seed grant went to Dr. Erica K. Sloan at UCLA’s JCCC, whose research focuses on the underlying mechanisms through which psychological stress may influence cancer progression. Her research aims to define the neural, inflammatory and tumor mechanisms for the effects of stress on metastasis and to develop pharmacologic strategies to slow cancer progression. An Assistant Adjunct Professor at UCLA’s Semel Institute for Neuroscience and Human Behavior, Dr. Sloan is a member of the Cousins Center for Psychoneuroimmunology, UCLA Jonsson Comprehensive Cancer Center, and UCLA Aids Institute.
This event was a steeping stone for October’s STOP CANCER 5|10K Run|Walk. For more information on I.C.O.N. and their upcoming events, please visit their website and contact their public relations agency, Jade Umbrella.
Below are just a few photos that I was able to capture of the evening. Enjoy!