Cécred, the hair care brand co-founded by singer Beyoncé, is taking its message on the road with the launch of its first nationwide pop-up tour.
Following the brand's recent retail debut with Ulta Beauty earlier this month, the brand has announced the Cécred Roadshow – a mobile, multi-city activation designed to deepen its consumer engagement through in-person experiences.
Timed to coincide with every US stadium stop of Beyoncé’s Cowboy Carter Tour this year, the Cécred Roadshow marks a significant move in the brand’s ongoing investment into physical experiences.
The custom-built, chrome-wrapped trailers will serve as traveling brand hubs, offering “immersive environments” where visitors can engage with the product line, interact with digital displays and receive one-on-one guidance from hair care experts.
A core feature of the activation is the ‘Step Into the World of Cécred’ experience, described by the brand as a sensory walkthrough intended to “showcase the brand’s vision and commitment to serving all hair types and textures”.
Cécred’s first foray into experiential marketing took place in New York City, US, last autumn with the Restoring Hair & Edge Drops Newsstand pop-up in SoHo.
That event drew thousands of visitors and demonstrated strong demand for the hair care brand’s physical presence.
The Roadshow promises to build on that momentum, serving as a key strategy to drive awareness and product education beyond traditional retail channels.
Each pop-up will also feature “stage-worthy” photo opportunities, including the Cécred Fan Cam and oversized product installations, as well as access to limited edition samples and merchandise exclusive to the tour.
The Roadshow will kick off on 28 April at SoFi Stadium in Inglewood, California.
It will then continue across major US cities including Chicago, New York, New Jersey, Houston, Washington DC, Atlanta and Las Vegas.
In parallel, Cécred will bring its mobile unit to select Ulta Beauty locations in tour cities, where shoppers can explore the brand trailer and receive exclusive gifts with purchase.
Related Content
Beyoncé’s Cécred launches nationwide in Ulta Beauty’s largest-ever hair care partnership