November 2020 is no doubt a rough month for our industry with salons staying closed in England due to pandemic and the retail getting hit hard in general. But it’s more important than ever to be patient, think positive, plan ahead for a safe re-opening, take advantage of marketing opportunities, communicate and point out any good news during this period. And ghd seems to be doing very well on this; as shown from the brand’s return to the small screen for the first time in nine years, with their Christmas Queens campaign to British TV.
It turns out that it’s working! Following the showcase of the ghd Christmas campaign in Prime Time TV spot, Great British Bake Off on 10th November, ghd saw an immediate increase in traffic to their website of 300%. And that’s not all – the campaign has been really well received by salons and their clients too – Anthony McMeiken from Sassine in Jesmond, Newcastle won a gold star for being the first salon to order the collection based on the TV ad. The brand’s support to Charlotte Mensah’s new book launch (Good Hair) was another great move too.
An important message
The campaign, which celebrates the gift of good hair days, sees three ghd queens providing a tongue in cheek update on the three wise (wo)men as they showcase the limited edition Wish Upon A Star Christmas collection of tools and luxe gift sets. The advert presents ghd as the ultimate provider of festive transformations; bringing in some feel-good fabulousness and sparkle to brighten up the end of a challenging year. Much needed right now!
By broadcasting the captivating campaign video on both primetime and streamed TV, ghd hopes to promote professional retail amongst clients and drive them to talk to their stylists and local salons to find the perfect gift – for themselves, and others. After a difficult few months for the high street, salons can provide the perfect festive retail option for clients – promoting the idea of shopping local, supporting loyal small businesses and making gift-buying easier, by providing a one-stop click and collect for all their Christmas needs: pampering for themselves, and the gift of good hair days for all their loved ones. With gorgeous packaging and added value treats including bags, brushes and glistening hair accessories, the Wish Upon A Star collection makes gifting easy. We think it’s a great message.
Antony Strianese, ghd’s Managing Director for the UK and ROI, says: “We couldn’t be more excited to be back on TV in 2020, supporting our loyal salon partners by driving retail back into their businesses and encouraging clients to do their shopping this year in their favourite local salon. We know that it has been a challenging few months for everyone, and Christmas retail provides a great opportunity for stylists to share their invaluable knowledge and advice to help clients select the perfect gift set. We know the feel-good factor that salons bring, especially at this time of year, and we can’t wait to get back to work and help our salon partners enjoy a successful festive period with this added support. This year’s gift sets are extra luxurious too – and what could be better than giving the gift of a good hair day?”
With ghd’s Christmas collection ads and supporting Charlotte Mensah’s book launch, now it’s beginning to look a lot like the Christmas activity we usually rely upon. Let’s hope all salons reopen soon to enjoy it and more brands follow as well.
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