To launch the new GHD summer Wanderlust collection, I created a campaign called ##GlobalHairDays that captured on-trend hair styles in 2017.
The #GlobalHairDays campaign took shape in Digital, OOH, Press, Social, In Store and Pre-Roll in all of GHD's global markets from the UK to Japan. I even got to name the collection (Wanderlust) and the stylers themselves.
In this campaign, consumers could discover new trend information every week, from industry-insider top tips to detailed how-to’s and techniques. They were urged to send in their interpretation of the trends by sharing your hair-selfie using #GlobalHairDays and tagging their location around the world to build a global view on hair and celebrate women’s style from every corner of the globe. I wanted women to be inspired and inspire others through each trend.
Working with three incredible models and with photographer Matthew Shave, we explored multiple current hair trends that can be created using the latest GHD Wanderlust collection stylers.
Down do's and up dos as well as hair styles that used fashion accessories made for a round the world look at what is 'in' in hair today.
The four trends, Hollywood Luxe, Adornment, New Bohemian and Modern Romance reflect the concepts of summer escapism, exploration and expression.
Social posts were created around the stylers to illicit a sense of adventure using the current Instagram trend whereby aerial photographs are taken of specially positioned objects that relate to each other.
In store leaflets and even pop up photo booths were also created, all centred around the concept of Wanderlust. In the first 2 weeks alone, 8,000 Instagram posts had been tagged using our hashtags from women showing off their Wanderlust styles.