Reclaim Your Roots
Latin parents shy away from passing their heritage down to their kids in order to assimilate for survival, yet the blend of culture is the foundation of this country.
Embracing and unapologetically expressing culture is a bold rebuke of assimilation. Caring for your natural hair is answering the call to rebellion. With Ceremonia, you can Reclaim Your Roots.
OOH
Social
Karol G x La Silla
Every salon in a Latin neighborhood has a chair that has heard everything. Births, quinceañeras, weddings, divorces, graduations…
Ceremonia is partnering with Karol G to be the face of the rebellion. She’s kicking off a Ceremonia Instagram series La Silla — The Chair. Featuring stylists working on Latina clients while they talk about their hair stories.
Activations
Ceremonia Mural
In Latino neighborhoods across America, Ceremonia will commission Latin artists to paint murals depicting women's natural hair and cultural pride.
Freedom from Alisado
We're setting up booths in Latin neighborhoods with one offer: bring in your chemical straightening products and exchange them for Ceremonia products.
Handing over your relaxer kit gets you a Ceremonia starter set bundle accompanied with a card that says "Chemical straightening is the enemy."
Ceremonia x Euphoria
Ceremonia is coming to a big screen near you. Well, sort of. The big screen being your medium-sized television screen. Catch Ceremonia in Euphoria this Spring! Ceremonia product will be placed around Maddy’s (Alexa Demie) bathroom sink. And who knows, it may just be in the background while she delivers another one of her iconic zingers.
Copywriter & Art Director: Paolo Iacovelli