To honor Hispanic Heritage Month while raising proceeds for charity, HairClub and the Celia Cruz Foundation formed a partnership to pay tribute to “La Reina de la Salsa” (The Queen of Salsa) Celia Cruz. HairClub president and CEO Mike Nassar unveiled the commission of a commemorative certified replica paired with an NFT design of Cruz’s wig to be auctioned in New York during the week of her birthday on Oct. 21. Through the Celia Cruz Foundation, HairClub donated $40,000 to be used towards music and cultural programs.
“I am thrilled to partner with the Celia Cruz Foundation, representing such an iconic figure in the music world to support the Hispanic causes they serve, especially as the first brand to partner with Celia’s NFT as part of our award-winning ‘El Poder del Cabello’ campaign,” Nassar says. “As the leading provider of hair loss solutions in the United States, we are determined to expand and strengthen our commitment to minority markets.”
Nassar cites Cruz’s cultural legacy and iconic sense of style as the motivation behind 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,” he says. “This is about so much more than selling products – like ‘El Poder del Cabello’ our message is about lifestyle and choices, being authentic and transparent.”
Beneficiaries from proceeds of the NFT auction include Florida State University and the Celia Cruz School of Music in the Bronx, New York, coinciding with an event in Puerto Rico at the St. Claire Foundation and the announcement of the auction winner.
“This Phygital (Replica + NFT), commissioned as a result of HairClub’s sponsorship, will nurture Celia Cruz’s legacy through one of her most memorable accessories, her wigs – carried out by Archetype IO, a company dedicated to new technologies within the metaverse,” Omer Pardill says, Celia Cruz Foundation CEO and Founder. “During Hispanic Heritage Month, the virtual image will be available from September 12 to October 18 at an auction, which is open to everyone, with funds going to develop music, art, and communication in Hispanic communities.”