Of Frizz-Free, Smooth Hair, and Becoming Confident, Here’s What it Means to Be Ready for The Next
Pia Wurtzbach-Jauncey photographed by Chapters PH.
Pia Wurtzbach-Jauncey photographed by Chapters PH.
At the Vogue Philippines’ special screening of The Devil Wears Prada 2, Cream Silk sparks a conversation on how to be Ready For The Next with makeovers, film-inspired spots, and smooth hair moments
A montage that lives rent-free for anyone who lives and breathes The Devil Wears Prada is Andy Sachs, played by Anne Hathaway, striding through Manhattan in one coveted OOTD after another. Soon after, we also see her getting Miranda Priestly’s schedule down to the last detail. In the world of Runway, being ready is not just about looking the part; it’s about keeping up, showing up, and knowing exactly what comes next. In Cream Silk’s world, that kind of readiness starts with confidence.
At Vogue Philippines’ special screening of The Devil Wears Prada 2, in partnership with Cream Silk, the Ready for the Next campaign comes to life through smooth hair transformations, a lounge inspired by the first film, and moments from guests that celebrate stepping into a new chapter with confidence.
A month before the premiere, the journey to what’s next starts with Cream Silk’s TikTok UGC Challenge, drawing more than a thousand entries. From there, two winners were chosen to get a makeover on the day of the exclusive screening of the movie with Cream Silk’s Triple Keratin Serum Conditioner. It was a full-on experience from hair and makeup to styling a la Runway and paralleling the styles of Andy and Miranda.
For music teacher Mia Albin, the result of her Cream Silk makeover was all about lightness and ease that she feels with smooth and silky hair. “Since I feel like it’s smooth and frizz-free, it’s giving light, happy energy. I’m so excited for tonight,” she shares. Glory Bermejo echoes the same feeling of confidence, a way for her to be ready to face what’s next, saying, “[I’m] ready for anything because my hair is smooth, silky, and shiny.”
Rounding up the experience is a full red carpet treatment with photos and videos at the entrance of the cinemas to the Cream Silk Lounge at Directors Cinema Club. All decked in pink and hints of magenta, the lounge is a recreation of familiar scenes in the movie: Miranda Priestly’s office and an elevator photo and video booth in one.
Mia and Glory also met brand ambassador Pia Wurtzbach-Jauncey, Miss Universe Philippines 2024 Chelsea Manalo, and fellow moviegoers Rosie Gaerlan, Queen Alfybara, and Jam Zoleta in the lounge, posing for photos, and doing their best Miranda and Andy impressions for videos.
After the film, Pia reflected on how the film resonated with her own experiences, alluding to how she has always been Ready for the Next: “It definitely brought back so many memories of us doing fashion weeks. But also, just the idea of being a newbie and having a dream and then trying to fit in and trying to find ways to just do a good job. I can really relate to that.”
“This movie was a nice reminder that it’s okay to start over again and that hard work pays off in the end. And that loyalty and friendship win despite everything.”
Bringing the experience beyond the screening, guests also take home gifts from Cream Silk and Vogue Philippines. Each piece is a small reminder of everyday readiness: a notebook and pen for the next idea, a compact mirror and comb for quick touch-ups, a metallic keychain, and Cream Silk’s Triple Keratin Serum Conditioner to help keep hair smooth, silky, and Ready For The Next.
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Frequently Asked Questions
“Ready For The Next” is a long-standing initiative by Cream Silk that focuses on empowering Filipinas to embrace new opportunities and transitions in life with confidence. The campaign emphasizes that smooth, well-conditioned hair is a foundation for feeling prepared, polished, and ready for whatever personal or professional challenges lie ahead.
At the special screening of The Devil Wears Prada 2 hosted by Vogue Philippines, Cream Silk created an immersive experience where attendees could receive professional hair makeovers. This activation highlighted the brand’s commitment to self-assurance and transformation, mirroring the film’s themes of style, ambition, and career growth.
Cream Silk views hair as a significant part of a woman’s “visual resume.” By providing high-quality conditioning products that ensure smooth, manageable, and vibrant hair, the brand aims to give women one less thing to worry about, allowing them to focus their energy on achieving their goals and preparing for their next professional or personal milestone.
Yes, the initiative has previously partnered with platforms like Edukasyon.ph to launch programs such as the #ConditionedForGreater Online Academy. This project provided free, skill-building certificate courses designed to help Filipinas gain the knowledge needed to pursue new career paths, particularly during challenging economic times.
Beyond its core hair care offerings, Cream Silk aligns itself with broader corporate movements like Unilever’s “Positive Beauty” vision. This includes promoting inclusivity, supporting women’s empowerment, and investing in initiatives that provide tangible tools—whether educational, professional, or aesthetic—to help women navigate their journey toward success.