HAIRCLUB COMMISSIONS NFT OF SALSA QUEEN CELIA CRUZ’S AWARD FOR HISPANIC HERITAGE MONTH

The collaboration between HairClub and The Celia Cruz Foundation highlights HairClub’s award-winning “El Poder del Cabello” (The Power of Hair) campaign and the famous wig worn off Celia Cruz

Income from the commission and other donations will benefit communication, art and music in the Latin American community

MIAMI, 13 September 2022 /PRNewswire/ — In honor of Hispanic Heritage Month, HairClub and the Celia Cruz Foundation are teaming up to pay tribute to “La Reina de la Salsa” (The Queen of Salsa) Celia Cruz. HairClub president and CEO Mike Nassar announced the commission of a certified commemorative copy along with an NFT design of Cruz’s wig to be auctioned in New York during the week of her birthday, which falls on October 21. Through the Celia Cruz Foundation, HairClub donations will total $40,000 towards music and cultural programmes.

“I am thrilled to partner with the Celia Cruz Foundation, which represents such an iconic figure in the world of music, to support the Latin American causes they serve, especially as the first brand to partner with Celia’s NFT as part of our award-winning ‘El Poder del Cabellos campaign,” Nassar said. “As the leading provider of hair loss solutions in the United StatesWe are determined to expand and strengthen our commitment to minority markets.”

Nassar credits Cruz’s cultural heritage and iconic sense of style as an inspiration in keeping with HairClub’s mission of empathy and empowerment. “We at HairClub are committed to creating an emotional connection while providing life-changing hair solutions and services that help our members like who they see in the mirror,” said Nassar. “This is about so much more than selling products – like ‘El Poder del Cabello’ our message is about lifestyle and choice, being authentic and transparent.”

Beneficiaries include Florida State Universitywho will receive their contribution during an event at Tower Club i Ft. Lauderdale on September 29^th. Another donation to the Celia Cruz School of Music i Bronx, New York coinciding with an event i Puerto Rico at the St. Claire Foundation and announcing the Phygital auction winner.

“This Phygital (Replica + NFT), ordered as a result of HairClub’s sponsorship will nurture Celia Cruz’s legacy through one of her most memorable accessories, her wigs – made by Archetype IO, a company dedicated to new technologies in the metaverse,” said Celia Cruz Foundation CEO and Founder Omer Pardillo. “During Hispanic Heritage Month, the virtual image will be available from 12 September to 18 October at an auction, which is open to all, with funds going to develop music, art and communication in Latin American communities.”

Renzo Ferro, General Manager at Latin2Latin Marketing + Communications, is excited about how the innovative initiative will impact the Latin American community. “HairClub shares its understanding of the Hispanic experience, diversity and culture by further educating and engaging with audiences and providing tools to enable positive change. HairClub continues to lead the hair loss space, bolstered by 45 years of knowledge and expertise that continues to influence new generations ,” Ferro said. “Studies show that 21 percent of NFT owners are African-American and 20 percent are Hispanic. Based on these insights, our digital partner Digo will leverage these cultural nuances digitally and deliver the campaign message through their first- and third-party data, and will use other technology tools to to effectively reach and influence the Latin American community in new and powerful ways.”

For more information: www.hairclubweb.com/celiacruz o https://celiacruz.com/celia-auction/

About the Celia Cruz Foundation

The Celia Cruz Foundation is a 501 (c) (3) non-profit organization whose primary commitment is to preserve, disseminate and promote the legacy of the late Cuban singer and “Queen of Salsa” Celia Cruz, and to assist students in music education. Celia was an incredible musical ambassador, bringing Salsa, in particular, and Latin music in general, to the forefront of the world’s consciousness. It was always her mission to open doors for Spanish students who wanted to study music but due to financial constraints were unable to.

About HairClub

HairClub, is the leading hair restoration, regrowth and replacement within the United States and Canada. For almost 45 years, HairClub has provided hair loss solutions including non-surgical and surgical hair replacement, in-centre and at-home therapies. The company helps members of all ages and stages of hair loss, including women and children. Hair Club offers free hair restoration services to children with medical conditions that cause hair loss.

Media contact: Gladys I. Colon / Latin2Latin/ 305-608-9996 /[email protected]

SOURCE HairClub