Stepping into the launch of ghd platinum +, held at Whitehouse Institute of Design in Sydney, you felt as if you were walking into one of Andy Warhol’s famous warehouse parties. The launch was a big one for ghd, attended by many of the brand’s most recognisable influencers, hairdressers and media with champagne and canapes flowing to set the celebratory scene of the launch. Welcome the world’s first smart straightener, writes Ida Almasi.
More than a celebration, the night was an informative one, starting with a panel discussion featuring London based Dr Tim Moore, ghd’s Chief Technology Officer and physicist, discussing the science behind hair. The technical know-how reinforces the fact that the straighter is made to ensure it is the best tool for styling without damage.
The panel also included ghd brand ambassador Richard Kavanagh, Australia’s favourite influencer Elle Ferguson and hair educator Natalie Anne. The setting for the panel was an open question format where the audience asked all the questions they have ever had about hair, styling and heat. With Dr Tim Moore’s science expertise they were given a deeper look into the latest research in the science behind hair and why ghd’s platinum + is the first of its kind.
A crucial point that Dr. Moore could not stress enough was the importance of keeping hair heat during styling at 185°C at all times. The ghd platinum + predictive technology allows the straighter to be proactive in ensuring the hair does no go above this temperature unlike other straighteners on the market, which are reactive once the hair is already too hot. The infinity sensors monitor the heat 250 times per second to always maintain this safe and optimal temperature.
“185°C is the sweet spot for styling all types of hair from Afro to Caucasian. The temperature allows the hydrogen bonds to break to allow the hair to be styled without any damaging effects. Once the hair touches the plates, the sensors react to how thick the hair is and how much of it there is to ensure it is kept at 185°C the entire time,” Dr Moore shared.
ghd’s most rigorously tested tool with over 5 years of testing, ghd platinum + is so reliable that it comes with a 3 year warranty for peace of mind. Effects of the technology include that it shows minimal damage to the hair and ensures styling lasts longer, resulting in shiny hair and long lasting hold.
“We’ve taken sensing and heating technology to the physical maximum with ghd platinum +. By having a sensor which covers the whole area of the heater, and algorithms which smartly predict what the heater needs to do next, this straightener can ensure definitive styling longevity and shine, without the damage. It is the ultimate hair styling tool,” said Dr Moore.
Following the panel discussion ghd showcased a runway show directed by Keiren Street featuring Showpony Hair Extensions on models with on-stage styling turned catwalk feature. This was followed by live on floor styling for guests.
With unprecedented influence in the heat styling market, ghd has done it again in mending technology, science and hair to create a state of the art straightener that is far ahead of the game in its styling abilities and keeping the integrity of hair health.
No matter what hair type or styling technique, ghd platinum + will ensure you always receive the perfect amount of power for your and your clients’ hair needs. Long live good hair days.
For more information visit ghdhair.com/au
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