The latest limited-edition collection from ghd is the pastel hued ghd iD. Image supplied.
For Autumn/Winter 2022, ghd have launched a fun new limited-edition collection called ghd iD which features pastel pretty lilac, blue and pink hair tools. Described as ghd’s most creative collection yet, the range is inspired by Gen Z and their powerful expression of individuality which is reflected in the accompanying campaign.
The new collection includes some of ghd’s most popular hair tools; the ghd platinum+ styler and ghd helios professional hair dryer in pastel blue, the ghd gold styler in fresh lilac, and the ghd original styler in soft pink. Each one comes in a matching heat resistant bag and with a playful collection of stickers, that are inspired by the collection and tools, and were designed by artist Jasmin Sehra.
To launch the campaign globally, ghd partnered with six Gen Z TikTok influencers to create the brand’s first TikTok-led creative campaign. The playful new campaign was shot in London and features twins Lisa and Lena Mantler @lisaandlena from Germany; from the UK, breakout make-up star Abby Roberts @abbyroberts, and upcoming actress Jessie Mae Alonzo @jessiemaealonzo; from Italy, fashionista Marta Losito @martalosito; and from the USA, dancer Gabby Morrison @gabbymorr. Together they have a massive combined social media reach of sixty-six million people!
The campaign itself is inspired by relatable Gen Z scenarios and personas for which having a good hair day is essential; Business & Me, Baddie & Me, and Meet the Parents. To make the campaign even more unique, ghd commissioned an original TikTok audio by Pyramids Studio @pyramids.studio which is perfect for bringing the personas to life. It also lends itself to a TikTok challenge which ghd are inviting everyone to take part in.
The #ghdID challenge asks TikTok creators to showcase one of the three campaign scenarios using the SS22 collection in a 15 second TikTok video that transitions between their before and after looks. Creators will have the freedom to get creative with their transitions and final hair looks when bringing the personas to life, with the original audio available on TikTok to accompany all uploads. The brand can’t wait to see how TikTok brings to life R&B waves, rock & roll braids, or pop curls as creators unleash their creativity.
You can find the ghd iD collection at selected salons, premium retailers and online at ghdhair.com/nz.