Ghd, good hair day, is a global hairstyling product company. 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. 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.
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.
The event was successful in raising 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.