ghd midnight collection makes women more confident

The UK Haircare brand ghd is launching its “biggest ever” marketing campaign to support its new ghd midnight collection in the run up to Christmas.The ad to promote GHD Midnight Collection Gift Set features the single Lucky You by the Los Angeles-based indie rock band Le Rev. The band is the first to be signed to RKCR/Y&R's new record label, Two Black Cats.


The £3m ad campaign, created by RKCR/Y&R, features the new gold ghd hair straightener from ghd in TV, outdoor, press and online activity.
It continues ghd’s “twisted fairytale” theme and features fairytale princess Cinderella who goes to style her hair at the stroke of midnight.
A 60-second television spot will break on Saturday (23 October) during the X-factor.
The campaign includes three different TV executions designed to “establish and focus” the product message.
Online activity includes Facebook home page takeovers and outdoor activity includes a takeover of London’s Bond Street tube station and other tube stations in high footfall shopping destinations to capitalize on Christmas shopping.
The ad also features the track “Lucky you” from LA-based band Le Rev, which is signed to the independent record label Two black Cats set up by RKCR/Y&R.
Mike Cohen, ghd chief marketing officer, says, “The Cinderella creative - which turns another conventional fairytale on its head and demonstrates perfectly how ghd straighteners confidence can help women everywhere to become the “Belles of the ball” this Christmas.”
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