Step into Wildlife Salon at Milsons Point and you’re greeted with an incomparable view of the Sydney Harbour Bridge, closer than you’ll see it almost anywhere else in the city. Yesterday, for the launch of ghd Gold, that view was adorned with gold balloons, and accompanied by gold-toned cocktails. Between the new styler’s gold design, gold-standard new technology and an exclusive 18 karat version consumers can win, luxe styling was front of mind for this important new launch.
The new Gold styler features balanced heat of 185 degrees and a heat-up time of 25 seconds, as well as contoured, floating plates for flexible styling, dual-zone technology that contains heat sensors and controls the heat from root to tips, and a sleep mode that turns the straightener off if it hasn’t been used for 30 minutes. Universal voltage, protective plate guards, a professional length 2.7 metre cable and a 2 year warranty are additional features that make the new styler a salon must-have.
“The major point of difference is the feel of the hair, so they’re looking after the health of the hair, it’s not just about the lovely sheen, you’re actually looking after the hair,” shared ghd ambassador and Wildlife salon owner, Jayne Wild. “It’s not too hot or cool, it’s that optimal heat of 185, so the hair holds that heat in, and the balanced heat makes such a difference to use, you can feel it.”
“It’s faster, it’s more efficient, you can do it in one go and it’s done, you know the client is going to get what you’re telling them they will get,” she continued. “If they learn to use it well it will save them so much time and effort for doing their own hair at home, because they’re nice and light and they don’t get too hot in the back, so you won’t burn yourself.”
Jayne, Richard Kavanagh, Brodie Lee Stubbins and other ghd ambassadors were on hand at the launch to speak to beauty media and actually put them in the chair to style their hair and have them experiment with the technology themselves. It’s an important part of a campaign targeted at clients who will love the ghd Gold, especially if their hairdressers offer them the quick education to maximise it themselves.
“We can retail the ghd Gold to the girls who want to do something more than straighten their hair, they want that versatility, so if they straighten their hair for work they may want to put a wave in the front to go out, or give it a bit of lift or body at the crown,” Jayne said. “They want their hair to be flexible.”
Beyond its place in the salon and for consumers, the adaptable styler is also an ideal choice editorially. ghd Global Ambassador Adam Reed recently used the new tool, in conjunction with the ghd air, to create a modern, straight haired look for Julien Macdonald over season SS18.
“We’re treating the hair very carefully, as you would a beautiful and delicate fabric,” he said at the show. “The ghd Gold styler glides through the hair, delivering a constant safer-for-hair heat of 185 degrees to ensure hair is perfectly styled but is not damaged.”
Apart from the Gold styler, the event launched another, more opulent model, the ghd Gold 18K Styler, otherwise known as the world’s most expensive styler. The model is worth $3000, and there are only 70 in existence globally. Comprised of a shimmering gold aesthetic and real 18 karat gold pivot caps, the straightener is dually a work of art and a hair tool. For now, the tool has only been previewed for celebrity use (Margot Robbie, Jessica Biel and Saoirse Ronan experienced the technology during the recent Golden Globes) but consumers will have a chance to win one between February and May, by purchasing a ghd electrical styling tool and finding a golden ticket in the box.
With unprecedented influence in the heat styling market (ghd sells four stylers every minute globally, amassing 2,102,400 sales ever year), it’s no wonder ghd only goes for gold. Sleeker, more advanced and more opulent than ever before, ghd Gold is cementing itself as the bona fide styler of 2018.
For more information visit ghdhair.com/au