The 21st century is officially the future, and new technologies and hair tools are proving that all the time. With that in mind, ghd’s first smart styler is here, welcome the platinum+ and its commitment to intelligent heat styling and healthy hair. The tool uses predictive technology to ensure the styler never rises above 185°C, with sensors to monitor the heat 250 times per second for optimal temperature maintenance.
The product is a long time in the making, with over 5 years of research, development and testing ensuring its quality, and a 3 year warranty, which is a first of its kind, delivers the confidence for professionals and consumers want. The intelligent heat sensors not only aid hair health and quality but also give styles more longevity, increases hold and champions shine.
“185°C is the sweet spot for styling all types of hair from Afro to Caucasian,” Dr Tim Moore, ghd’s VP of Smart Devices from London, said at the company’s Sydney launch. “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.”
“We’ve taken sensing and heating technology to the physical maximum with ghd platinum+,” Dr Moore comtinued. “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 styling longevity and shine, without the damage. It is the ultimate hair styling tool.”
Dr Moore explained the science on a industry panel also attended by ghd creative director Richard Kavanagh, influencer Elle Ferguson and hair educator Natalie Anne at the platinum+ Australian launch. The brand showed their expertise in science, by explaining the complex mechanisms behind the tool, as well as demonstrating the impact with a hair show, and catwalk show directed by Kieren Street.
ghd remain a cult figure in the heat styling universe, a status they maintain only by consistently creating covetable tools that prioritise hair quality and aesthetics. With consideration for both the consumer and the professional, delivering styling tools that are just as relevant on the shelf as they are in your kit and they push science, technology and innovation to its absolute limit.
The ghd platinum+ works harder and smarter to tick these boxes and become the newest must-have tool on your list. Living in a futuristic time of innovation and smart styling means constant dynamic new launches to gift to yourself – you can thank ghd for that.
For more information visit ghdhair.com/au