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Case study.


Delivering credibility for ghd.

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The challenge

Creating aspirational and high-end beauty content designed to inspire and engage media, consumers and the industry alike; re-enforcing ghd’s position as the world’s best hair stylers.

The solution

Insight

Consumers and stylists that love ghd also love aspirational fashion so we worked with key designers at London Fashion Week to keep stylists and beauty at the heart of ghd’s world. This provided credentialing and proof points from the world’s most demanding hair teams. We took the assets from our work at London Fashion Week and created a series of runway to reality tools for our consumers.

Idea

We partnered with both established and emerging designers on schedule at London Fashion Week to gain fashion industry credibility by creating the hair for four shows backstage. Using the looks created at London Fashion Week, we produced a runway-to-reality guide to the season showing beauty editors and assistants how to achieve the hottest looks.

The results

Independent research showed that ghd was named by consumers as the number one hair care brand by 59% of respondents, an uplift from 52% year on year.

“The success of the Midnight collection was achieved in large part to the coverage that was achieved as a result of Shine's first ghd spa.”

Liz Bryne, ghd