Cécred, a new hair care line by Beyoncé Knowles-Carter, has launched its inaugural outdoor campaign, ‘#CécredWashDay.’

Debuting April 8 and continuing through April 19, the work utilizes social media, digital channels and out-of-home (OOH). 

Notably, the innovative outdoor campaign allows creators with a passion for haircare a unique opportunity to become “billboard famous.”

By posting creative videos of their haircare rituals on TikTok and tagging #CécredWashDay.

Content creators stand a chance to be featured on TikTok’s ‘Out of Phone’ digital billboards (a play on words for “out-of-home”) throughout major cities.

Including New York City, Los Angeles, Houston, Atlanta and Chicago.

The digital billboards, provided by Dive Billboards, are placed in public spaces, such as smart city interactive kiosks and transit bus shelters.

The selected creators, representing diverse hair types and textures, will showcase their hair and scalp care routines while expressing the joy of the wash day ritual and the importance of hair health.

Cécred, pronounced phonetically as “sacred,” launched in late February, but Beyoncé had been teasing the launch of her own hair care brand as early as May 2023.

“How many of ya’ll knew my first job was sweeping hair in my mama’s salon? Destiny’s Child got our start by performing for clients while they were getting their hair done. I was exposed to so many different kinds of entrepreneurial women in her salon,” the singer wrote in an Instagram post. “Having learned so much on my hair journey, I’ve always dreamed of carrying on her legacy … I can’t wait for you to experience what I’ve been creating.”

Dive Billboards, known for its expertise in digital out-of-home (DOOH) advertising, has previously collaborated with renowned brands like the NBA, Netflix, Wendy’s, and Warner Media.

“I am thrilled to be part of bringing this campaign to life in a truly unique manner. Providing consumers with the opportunity to actively engage and see themselves on the world’s largest screens, all while supporting the brand,” Deborah Hall, co-founder and chief executive of Dive Billboards, said in a statement shared with The Drum. “Interactive billboards such as #CécredWashDay offers an authentic way for us to connect with both current and new consumers, fostering a sense of community.”

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