Ceremonia, a clean hair care brand that blends LatinX heritage with modern-day rituals, partnered with Hue to find UGC creators who reflect the variety of hair types within its customer base.
Challenge
Sourcing UGC videos for every hair type presented a challenge for Ceremonia. Finding relevant models and creators was both time consuming and costly. Not to mention, setting up photoshoots to showcase products in action for each hair type would require a lot of time and budget to execute.
Solution
Through Hue, Ceremonia sourced UGC videos for its Guava Leave-In Conditioner, Aceite de Moska, and Papaya Scalp Scrub product pages, receiving a total of:
- 54 UGC videos
- 108 before and after images
- 54 written reviews
The UGC videos represent all hair type and hair textures — from straight to coily and fine to thick — and 44% come from LatinX creators, ensuring representation of Ceremonia’s core customer.
UGC for All Hair Types & Textures
Hue managed the end-to-end content collection and moderation process on behalf of Ceremonia.
Step 1: Campaign Curation & Kick Off
Ceremonia shared details about its customers with Hue, including their age, skin tones, hair types, and hair concerns.
Step 2: Creator Match Process
Using the data, Hue matched Ceremonia with creators from its community who represent Ceremonia’s core customers. Then Hue identified creators that would be most relevant for the selected products - those with relevant hair types, textures and hair concerns.
Step 3: Content Generation & Moderation
Hue managed the full content collection process and delivered all UGC within 6 weeks of campaign kick-off.
eComm Results*
Within the first four weeks of sourcing diverse content from Hue and adding the UGC on eCommerce, Ceremonia increased conversion rates by 64% and total revenue by 148%.
Hue’s UGC video module features Smart Beauty Filters, which empower customers to quickly find a video of someone with the same hair type, texture, color, and other attributes that matter for hair care products. This personalized experience led to an 18.7% engagement rate increase in the first month, plus a 3.75% add-to-cart rate.
Since working with Hue, Ceremonia’s bounce rate has dropped by 4%, and its user time on site has increased by 37%, up from an average of 1 minute and 25 seconds to 1 minute and 57 seconds. Overall, UGC videos keep Ceremonia’s customers engaged with its product pages. The average viewer watches 2.1 UGC videos and spends 1 minute and 12 seconds engaging with content from Hue’s creators.
*Measured through Shopify, 4 weeks pre-launch with Hue and 4 weeks post-launch with Hue
64% increase in conversion rate
148% increase in total revenue
18.7% increase in engagement
4% reduction in bounce rate
37% increase in user time on site
1m57s average time spent on site
Hue’s user-generated video reviews have been instrumental in increasing customer education on our website. Their vast creator community allowed us to push even further for inclusivity by featuring content from people with various hair types, thicknesses, and characteristics
Vadicel Joy T. Abboud
Chief Operating Office and Chief Financial Officer at Ceremonia
If you’re looking for high-quality, shoppable videos from a diverse community of creators, get in touch with our partnerships team by emailing .
