ghd’s latest collection of hair tools is Gen Z personified, engaging in a TikTok challenge and showcasing a campaign situated squarely on the platform. Importantly, it’s inspired in aesthetic by the powerful expression of individuality that defines the emerging era of Gen Z consumers.
The iD collection is the brand’s Autumn Winter 2022 offering and is built as a collection of limited edition hair tools in trending lilac, pastel blue, and soft pink. These new hues house the brand’s iconic stylers and tools – the ghd platinum+™ styler, ghd helios™ professional hair dryer, the ghd gold™ styler and the ghd original styler.
Catering even more to the Gen Z audience, ghd partnered with artist Jasmin Sehra, who created a complementary collection of stickers inspired by the collection, which can customise laptops and phone cases.
The brand also recruited six global Gen Z influencers with a combined social media reach of 66 million to present the collection in ghd’s first ever TikTok led campaign. The campaign was shot in London and features twins Lisa and Lena Mantler from Germany, makeup artist Abby Roberts from the UK, actress Jessie Mae from the UK, fashion icon Marta Losito from Italy and dancer Gabby Morrison from the US. The campaign showcases relevant Gen Z scenarios and personas that highlight the good hair day mantra, titled as Business & Me, Baddie & Me and Meet the Parents. In another first-ever move, ghd commissioned original TikTok audio by Pyramids Studio to support the campaign.
Building on this TikTok influence and its role as the most popular social media app amongst teenagers, as well as what it can provide in a new genre of influencing and content creation, ghd has also introduced a new TikTok challenge to complement the collection and campaign. In this #ghdID challenge, creators must showcase one of the three campaign scenarios in a 15 second TikTok video that transitions between before and after looks, while using the specifically commissioned audio. The brand invites users to show off their various styles and their creativity in this new challenge.
The collection boasts the modern ghd platinum+™ styler with ground-breaking Ultra-zone™ technology in pastel blue, as well as the iconic gold™ styler, renowned for its Dual-zone technology, in fresh lilac. The original styler, an updated take on this retro and relevant first tool for young consumers, is available in soft pink.
Finally, the ghd helios™ professional hair dryer, with its unique Aeroprecis™ technology and bespoke contoured nozzle, allows for powerful and tailored styling in options of fresh lilac or pastel blue.
The ghd platinum+™, ghd gold™, and original products come with a matching heat-resistant case and stickers as part of the collection and the ghd helios™ comes with a matching dust bag and stickers.
For both the young and the young at heart, ghd’s new iD collection is here for your shelves and your social feed.
For more information visit www.ghdhair.com/au