Ceremonia increases conversion by 64% with shoppable UGC for all hair types

HaircareShoppable VideoUGC Community

UGC videos across all hair types

44%

of videos represent LatinX creators

+64%

Conversion rate increase in first 2 weeks

Challenge

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.

Sourcing UGC for every hair type was time-consuming and costly. Photoshoots 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 PDPs. Total delivered:

54 UGC videos
108 before-and-after images
54 written reviews
Videos represent all hair types and textures — from straight to coily, fine to thick.
44% come from LatinX creators, representing Ceremonia's core customer.

How the process worked

Hue managed end-to-end content collection and moderation. Step 1: Ceremonia shared customer details (age, skin tones, hair types, concerns) with Hue. Step 2: Hue matched Ceremonia with community creators representing its core customers. Step 3: Hue delivered all UGC within 6 weeks of campaign kick-off.

Ceremonia 'See it on hair like yours' filter with Hue shoppable video on the Guava Leave-In Conditioner PDP — Hue Smart Filters let shoppers sort videos by hair type and thickness on Ceremonia's Guava Leave-In Conditioner PDP.

eComm Results

Business impact

+64% increase in conversion rate
+148% increase in total revenue
+18.7% increase in engagement rate
4% reduction in bounce rate
+37% increase in user time on site (1m25s → 1m57s)
3.75% add-to-cart rate from Hue videos

Measured via Shopify, 4 weeks pre-launch vs. 4 weeks post-launch with Hue.

“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, COO & CFO — Ceremonia

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