What: Cantu and Essence PR hosted a sleepover film screening of Netflix film, Nappily Ever After for haircare bloggers/influencers.
Why: New Netflix film, Nappily Ever After, follows the story of a woman’s textured hair journey. We follow the protagonist work through a series of hairstyles until she finally feels empowered, embracing her natural hair texture. Cantu has been helping women with naturally textured hair to care for and style curly, kinky and coily hair for over a decade, so the film was the perfect way to highlight the brand’s mission in a fun and relaxed setting.
How: The event started with a Prosecco drinks reception in the private bar area of The Hoxton Hotel, this provided guests and hosts with the opportunity to meet and mingle before a three course, banquet style meal.
Guests were seated around at a table beautifully dressed with Cantu orange-themed flower arrangements. After dinner, guests returned to their rooms to change into lounge-wear and pyjamas and receive their personalised goody bags and monogrammed blankets, ready for the film. As hosts, we took this opportunity to transform the same room into a cinema style layout, with soft seating, beanbags and a table with desserts and sweet treats waiting buffet style. Following the film, guests continued to socialise before their overnight stay at The Hoxton Hotel in Shoreditch.
Results: social media mentions on the night were received throughout the event and the Cantu relationship was cemented further with the influential guests in attendance.