In celebration of the season, ghd have become one of the first business accounts in Australia and New Zealand to release a branded Instagram augmented reality (AR) filter. The filter accompanies the Royal Dynasty Collcection, fittingly with an augmented reality pink crystal crown to make users feel truly regal.

ghd are one of the first brands to have access to Instagram’s new technology, developing the filter alongside social media agency Made In The Pile to celebrate the launch of the opulent limited edition Christmas collection, titled Royal Dynasty.

The filters adorns the user in a pink crystal crown to complement the rose gold hues of the new collection when in selfie mode, while the camera mode allows them to virtually view the ghd platinum+ styler in rose gold. The accompanying social media campaign raises awareness and hype around the collection right before the most busy retail season of the year, sending profits straight to salons.

“The filter concept has brought the Royal Dynasty campaign to life by giving users the chance to wear their very own royal crown through augmented reality,” said Ludovic Dellazzeri, Managing Director of ghd hair ANZ. “Not only does it allow users to engage with our new collection and campaign in a brand new context, but it also gives our salon partners a unique tool to drive engagement to their own social channels as well. By leveraging a key consumer trend like AR, clients are excited and enticed to take selfies after styling appointments and tag both their salon and ghd insta accounts, driving consumer engagement for all parties.”

“Instagram only officially opened AR face filters to users and brands in August, but ghd have been planning and working with the team from Made In The Pile since March to ensure we are the first electrical tool brand in Australia and New Zealand to host our very own branded filter,” he continued. “We’re thrilled to launch a filter which provides an immersive experience for users and celebrates our new Royal Dynasty collection.”

As if your clients needed another excuse to house these tools under their tree.

The filter is available via @ghdhair_anz, under the filter tab.

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