Sam Brocato, who opened the first Lockworks Salon in Baton Rouge and mobilized efforts to rebuild the beauty industry on the Gulf Coast after Hurricane Katrina, is again working to galvanize the industry to lend assistance to a once-again devastated Louisiana.
Brocato, a Louisiana native who splits his time between Lafayette and New York City—where his namesake salon is located—spent this morning sending out emails asking his industry contacts to do what they can to support flood survivors.
He’s been in contact with people in Baton Rouge to find out what the needs are on the ground and what avenues are available for support.
“I’m saying, ‘How can we help? Give me suggestions,’” says Brocato.
Brocato intends to create a master contact list that will include Sally’s Beauty Supply, Aveda, Paul Mitchell and others. Brocato left for New York City shortly after flooding started last week, and says it took a day or two for him to realize the extent of the devastation.
“It’s no fun watching,” he says, “plus it’s home.” Brocato says the effort to help those in need is enormous.
Sheila Phillips of Baton Rouge-based Liquid Assets has 22 people on the ground delivering much-needed items to salons and to Celtic Media Centre which has transformed into a shelter for displaced people, he says.
The situation is eerily similar to what occurred after Hurricane Katrina. Brocato had flown to Orlando, tried to return home, and then immediately jumped to action to help beauty industry professionals when he realized the extent of the hurricane’s damage.
He established a command center at an apartment he had in the Bocage neighborhood and formed the Beauty Association for Katrina Relief, which raised more than $1 million through the NCA Disaster Relief Fund to rebuild the Gulf Coast beauty industry.
“I’m not collecting any money,” he says of his efforts this time around. “I’m just connecting people.”
—Alexandria Burris
