ghd’s annual efforts in supporting those with breast cancer continues to raise money, awareness and important international support for the cause. To date, the brand have raised $19 million globally with their limited edition pink collections each year, and 2020 will build on that legacy even further for their 16th anniversary of the partnership. This year, ghd are debuting the Take Control Now collection, a must-have group of tools that, as always, bears an important message, and a moving campaign behind it that gives the microphone to real women.
“I am extremely proud on behalf of ghd to celebrate the 16th anniversary of our partnership with NBCF,” shared Ludovic Dellazzeri, Managing Director of ghd Australia and New Zealand “Over that period, with the support of our salon partner network and other partners, ghd has raised over $5.2 million from our pink campaigns in Australia and $19 million globally. Today, we are more committed than ever to help fight the disease with all our local partners by donating funds that go directly to prevention, assistance and research. Through our actions, ghd continues to support and empower women to help build back their confidence.”
The new collection offers the ghd platinum+ styler, ghd gold stylers and new helios hairdryer. $20 from each tool sold will be donated to breast cancer charities.
The limited edition tools are available in dust pink, with luxe packaging and embossed with the central campaign message – Take Control Now. This message asks women to check their breasts more regularly and dedicate more mirror time to this endeavor. Women must be checking their breasts every single month.
The stats point to the disappointing numbers in this area. While 120,000 women under the age of 35 are diagnosed with breast cancer every year, only one in two regularly check their breasts for signs of cancer, and 90 per cent of women between the ages of eighteen to 35 only check a few times a year or fewer. This connects to ghd and styling tools as well – comparatively, 73 per cent of Australian women use a hair styler at least once a month.
“We take the time to do things like straighten our hair, do our makeup, take selfies; why not add this into your self-care routine as well? It’s so easy to do,” said campaign muse Sofi Leota. The brand are committed to making breast checks as necessary, natural and consistent as hair styling seems to be.
Honouring sixteen years of partnering with and supporting global breast cancer charities, the brand’s 2020 campaign is being represented by 11 women who were diagnosed with breast cancer before the age of 35, each sharing the campaign message and their own inspiring stories.
Australia’s Sofi Leota leads the way with her strong and empowering message, having been diagnosed with breast cancer at age 23. She shares the personal details of this story to help women everywhere take this factor of their health very seriously. Sofi is a blogger and advocate, whose words and actions have already done so much to help the cause.
“I take from the message ‘Take Control Now’ that we hold the power over our bodies and our lives already and take control now is a reminder to do just that. To use that power and to take control, to be the force in actively protecting your body and your health by knowing your body and self- checking regularly,” Sofi said.
“I feel very passionately about sharing my story with the world, especially with young women and I especially feel strongly about encouraging women to self check,” she continued. “The team at ghd have been so incredible and fun to work with, it truly has been such a wonderful experience. They’re absolute professionals and the work that they do for breast cancer every year is applaudable. It’s an absolute honour to be involved in this particular campaign!”
This campaign continues ghd’s legacy and important partnership in supporting those with breast cancer, fuelled by must-have products, a philanthropic spirit and unique, creative ideas to consistently make a real change in this sphere.
“The ghd and breast cancer charity partnerships are very much a part of our brand DNA. For the past 15 years we have devoted a moment in the year where we, as a brand, want to give back and focus on what we stand for; to empower women and instill them with confidence,” said ghd CEO, Jeroen Temmerman.
“Today, more than ever after the global pandemic, these partnerships are critical to ensure the charities we collaborate with around the world get the support needed to continue their great work and to keep helping the thousands of women diagnosed with breast cancer every year,” he continued. “We are proud of these long-standing collaborations and the $19 million that have been raised so far. We remain committed to delivering year after year as part of our mission.”
Put these tools on the retail shelf, spread the message, consistently check your breasts or tell your loved ones to do the same and follow ghd’s lead to take control now.
For more information visit www.ghdhair.com/au