Surprise! Your favorite twin OPM vocalists are now the latest addition to the Cream Silk family. The local haircare brand tapped Paolo and Miguel Benjamin Guico, frontmen of the nine-piece folk band Ben&Ben, in a partnership that’s one for the books. Ben&Ben fans have envisioned a collab like this since Filipinos collectively fell in love with the brothers’ long locks. They just didn’t know a random meme would be the answer to their dream. How exactly did the Guico brothers and Cream Silk cross paths?
It all started with a meme
kung sino man ang gumawa nito, mabuhay ka 😂 pic.twitter.com/o8n9kCna30
— Ben&Ben (@BenAndBenMusic) February 22, 2021
Let’s backtrack a little bit. Back in February 2021, Ben&Ben’s official Twitter account uploaded photos of Cream Silk products edited with the Guico brothers as models. They’ve got their signature long hair on display, silky and smooth. The meme, to date, has 57.7k likes and 8.6k retweets.
Ben&Ben fans were delighted
Of course, Liwanag (Ben&Ben’s fandom name) had the time of their lives spreading the meme far and wide. Can’t blame them — it looked too legit! Many tagged the official Twitter account of Cream Silk Philippines to jokingly ask them to turn the edit into reality. And because lesser reasons have ignited partnerships, the seemingly impossible happened.
Cream Silk actually noticed
— Cream Silk (@CreamSilkPH) February 22, 2021
The cool part is that Cream Silk took notice and actually took the time to respond. They replied to the viral tweet with eyes and crown emojis and, for good measure, they retweeted it too. “Gusto niyo totohanin para ‘di na lang ‘to #KathangIsip?” the tweet said, referencing Ben&Ben’s hit song “Kathang Isip.”
Liwanag clamoured all the more for a real partnership. Little did we know magic was in the works. And the rest, as they say, is history.
Of good music and good hair
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To say we’re proud of Ben&Ben is an understatement. The band has made waves for their incredible music both locally and internationally. They’re loved by thousands of fans all over the world, made collaborations with Filipino and K-pop stars, and even charted in the Billboard Social 50. And now they have the opportunity to use even their iconic locks to spread an important message: Everyone should take better care of their hair.
Ben&Ben wants you to use #CreamSilkArawAraw
Whether you’re male or female, our hair is exposed to dirt, dust, and chemicals every day. It damages our locks, tangles our strands, and makes our hair frizzy. We’re sure Paolo and Miguel have been through the same frustrating bad hair day situation too. This is where using #CreamSilkArawAraw comes in!
Shampooing alone is not enough. Following it up every day with Cream Silk Ultimate Reborn Conditioners is not only hygienic but provides your hair Tri-Oleo Complex, allowing your hair to be beautifully reborn. Using Cream Silk Ultimate Reborn Conditioners every day of the week allows your hair to look captivatingly straight, unbelievably strong, and sensationally smooth.
And yes, that’s in reference to Ben&Ben’s moving song, “Araw-Araw.”
We’re more than excited about this partnership!
The partnership is another milestone for the band and us, their fans. It’s proof that even you have to do everything to shoot your shot and maybe, just maybe, your dreams can come true. It also proves that fans are willing to go the extra mile to support their favorite artists. BRB, going to start editing my favorite artists with my dream brand collabs!
But why Ben&Ben?
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The correct question is: Why not them? Cream Silk’s goal has always been to empower Filipinos and part of that goal is to be inclusive. Women aren’t the only ones with long locks and want to take better care of their hair, nor are they the only ones using Cream Silk. More and more guys have grown out their long locks too.
Ben&Ben has always been a symbol and encouragement for men to confidently grow out their hair. And now they’re sharing the secret to even healthier locks: #CreamSilkArawAraw.
To celebrate the good news, Ben&Ben will hold a digital concert in August
Liwanag, get ready! Ben&Ben is about to light up your rooms next month. Because being part of the Cream Silk fam is a huge deal for the band and technically, it’s the fans that connected the two big names together, they want to celebrate with everyone. Ben & Ben and Cream Silk will be holding a FREE online concert by Cream Silk on August 8, 2021, at 8 pm on the official ABS-CBN Facebook Page.
Got a favourite song? Get ready to hear Ben&Ben’s greatest hits “Araw-Araw,” “Maybe the Night,” “Kathang Isip,” and more. Fans will also get chances to win exclusive merch from the collab and win exciting freebies and discounts throughout the event. Plus — get this, Liwanag — 10 lucky viewers will get a chance to meet the band in an exclusive Zoom call. That could be you!
How excited are you for this mahiwagang partnership?
Watch out for Ben&Ben freebies on Shopee and Lazada and don’t forget to set a reminder for August 8, 8 p.m., to catch Ben&Ben’s virtual performance on ABS-CBN’s Facebook page. For more details about Cream Silk (hyperlink to creamsilk.com.ph), visit All Things Hair at https://www.allthingshair.com/ or BeautyHub.PH at https://www.beautyhub.ph/