29 November 2021

ghd Unplugged: Global Launch Event in Milan

Cult British hair tool brand ghd (good hair day) has launched the new ghd Unplugged Styler; the brand’s first ever compact and cordless styler for topping-up your style on the go, without compromising on performance.

On 1 July, Estetica was present at the luxurious Excelsior Hotel Gallia in Milan. This was to participate in the exclusive presentation event of the new compact wireless styler from ghd; enter the revolutionary ghd Unplugged. This most anticipated international launch event also featured the famous Chiara Ferragni (below) as the guest star, face of the new ghd campaign and international ambassador of the brand.

The concept of the campaign portrays the entrepreneur struggling with the preparations ahead of her departure for a business trip: from moments in the hotel to the transfer by car to the airport, in which Chiara pulls out her ghd unplugged styler from her bag allowing her to maintain her signature flawless style with a quick touch up on the go, ensuring she looks glamorous and chic before boarding the plane and flying to the new destination.

Working with Spring Studios Milan, photographer Philippe Gay, renowned for his elegant and sophisticated style, perfectly captured the moments of the protagonist’s hectic life.

The storytelling also continued through a creative concept. This shared the dynamic spirit and attitude of movement that characterises the unplugged styler. The Royal Pavillion (an opulent waiting room built exclusively for Italian royals to use) at Milan Central Station. It’s the very place known for being ‘on the go’ and home to travel, was the venue for the event.

Full Immersion into the ghd Universe!

Guests immersed themselves into the ghd universe; it was also a journey that came to life via the settings, spaces and interactive elements. Every touch-point of the event also celebrated the product itself and allow guests to fully immerse. These ranged from installations that involved the guests interacting with the product. Then on to the ‘Hair Lounge’, a space with a modern design that referenced the ghd’s iconic colours. Here guests also experienced hands on hair moments, trialing the new ghd Unplugged with ghd professional stylists.

Chiara Ferragni spoke on stage about her love for ghd and the new unplugged styler.

Chiara Ferragni and ghd CEO Jeroen Temmerman at the ghd Unplugged launch in Milan on 1st July

She appeared alongside ghd CEO Jeroen Temmerman and ghd Italy MD Stefano Filipazzi. A host of high profile international influencer partners, clients and professional hair stylists also attended. They included Pamela Reif, Marie Lopez, Aida Domenech, Beatrice Valli, Elisa Maino, Sanaa El Mahli, Marta Losito, Lisa Marie Schiffner, Laura Escanes and Katie Jane Hughes.

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