Whether it’s the Euphoria effect, a case of nostalgia or just a love of all things bedazzled, there can be no doubting that the ’00s are back in a big way. With a firm finger forever on the pulse, ghd is celebrating this resurgence of Y2K style with it’s latest collection – ghd iD, a limited-edition collection of hair tools in soft pastel shades.
Inspired by Gen Z and their total celebration of individuality and modern takes on prior decades, one can find a selection of pastel takes on ghd classics within the range – including the ghd platinum+™ style, the ghd helios™ professional hair dryer, the ghd gold™ styler and the ghd original style. To add an extra Gen Z flair to the range, the collection also comes with a set of complimentary stickers designed by artist Jasmin Sehra (@jasminsehra). Be it customizing your tech or personalizing your hair tools, the range is dedicated to celebrating your own unique expression.
To celebrate, ghd has partnered with six of the world’s most influential Gen Z TikTok personalities for it’s very first TikTok-led creative campaign. Heralding from across the globe, the line up of TikTok talent features twins Lisa and Lena Mantler (@lisaandlena), breakout make-up star Abby Roberts (@abbyroberts), upcoming actress Jessie Mae Alonzo (@jessiemaealonzo), fashionista Marta Losito (@martalosito) and dancer Gabby Morrison (@gabbymorr).
Are you on top of all things #TikTok trends, and keen to help celebrate this exciting launch? ghd invites you to join in the #ghdID TikTok challenge.
#ghdID challenges creators to showcase one of the three campaign scenarios using the SS22 collection in a 15 second TikTok video that transitions between their before and after looks. Creators will have the freedom to get creative with their transitions and final hair looks when bringing the personas to life, with the original audio available on TikTok to accompany all uploads.
Whether you’re in the mood for R&B waves, rock & roll braids, or pop curls – ghd invite you to show them your creativity on TikTok, and to move and shake your hair with #ghdID.