ABOUT

GHD produce world leading hair straighteners. Head and shoulders above the competition. So, what's the problem?
Well they'd produced a new one, and it was leaps and bounds better again. It could do things previously regarded impossible and the trade didn't believe it. Bigger problem, they were our ambassadors. Our route to market.
I put forward a show-stopping trade launch where we'd show the trade. Demonstrate face to face and ultimately put it in their hands.
We enlisted a stunning model with afro hair regarded by the trade as the hardest hair to straighten without ruining natural characteristics. Then we shot an eminent stylist straightening her hair with one pass of the GHD Eclipse on an HD Phantom camera. We provided the 'evidence' in a beautiful little art film, great content.
Next we hired a prestigious London Gallery for 3 days and invited 500 of the worlds best hairstylists to London for a grand launch.
Our beauty editor guest-host lead the charge after a champagne reception from the stage with a 25 foot styler, introducing the film in front of a 30 foot live tweet wall. The guests were blown away and started tweeting instantly so we took them next door where we'd created a long catwalk dotted with a multitude of hairdressing stations. Each had an eminent stylist and a stunning model...we'd show the process in the flesh too! This was where the buzz really began as we'd briefed our stylists to invite our guests up onto the stage to try it for themselves. Twitter was on overload as world famous hairdressers used the device open-mouthed. Bring on more champagne and watch as our PR machine ran on it's own legs. It was a huge success. A great job to work on.