The Challenge

For the 2018 product launch, ghd also unveiled a new, global brand repositioning – ‘Long Live The Queens’ designed to revive what Good Hair Day (ghd) means to their customers. We needed to breathe life to this new brand direction whilst launching ghd’s latest ground-breaking product launch, the world’s first AI styler that predicts your hair’s needs.   

ghd, good hair day, is the world’s leading hair styler brand. It aims to empower all women to look and feel beautiful so they can fulfill their every ambition. In 2018, ghd needed an innovative and creative media event to launch two new stylers – both with first-of-it’s-kind technology. One featured predictive AI technology and the other was a curling tong. The brand also wanted to showcase their new ‘Queens’ concepts which were all about glamour.

Our Strategy

The media event bought to life the brand’s provocative and playful personality with a fierce cast of modern day ‘Queens’, celebrating confidence and ambition whilst looking and feeling good. Guests got a taste of the royal treatment through experiencing different queen zones, where stylists had the new products in-hand, ready to style and make them feel like Queens.

The new styler was launched with All Hail Platinum+.

Futuristic displays of show-stopping mannequins adorned with luxury wigs and industry experts on hand to showcase the breakthrough difference of Platinum+

Catalyst planned a launch event split into zones where stylists had the new products in-hand, ready to style the guests and make them feel like Queens. The event also featured a futuristic decor, which included AI mannequins that allowed stylists to showcase the new technology, styling zones, and dramatic stage settings. Models and dancers completed the show.


Hong Kong
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The Results

The event was successful in elevating brand awareness, wowing the press, and promoting the product. It achieved the following results:

  • Over 300 press attended the event.
  • Sales of the Platinum+ styler in Hong Kong surpassed all other markets.
Hong Kong sales of The Platinum+ styler surpassed all other markets.
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