Coty-owned haircare brand ghd has released a multi-market campaign for the launch of its new hot styling brush, ghd glide.
The campaign, which broke in the UK on 6th February and was created by TMW Unlimited, will run through social, digital, print and VOD. The film celebrates how the new ghd hot brush allows you to lie in for longer thanks to its quick, effortless styling. No longer must you choose between more time between the sheets and beautiful hair.
A 20-second film follows two women making the most of the extra time they have in bed thanks to the ghd glide – one is simply enjoying a leisurely morning and the other is having a few more moments with her lover. The video ends with both of the women styling their hair with perfect ease, ready to take on the day. The film is supported by social and digital content including cutdowns, banners, GIFs and stills.
Tara Smith, global marketing manager for ghd, said: “The ghd glide smooths hair in seconds making second day styling even easier. This campaign shows the beautiful hair users can achieve effortlessly, allowing them to roll out of bed and be good to go in no time.”
Fluff Higgins, art director at TMW Unlimited added: “It was great to be able to bring to life the product benefit in a way that not many other brands could - by celebrating female sexuality so beautifully and unapologetically.”
The campaign will also run in other European markets as well as North America, Australia, the Middle East and Africa.