Empowering technology

With a heritage of being the 'creme de la creme' of hair tools, GHD often stands out from the crowd in terms of new innovations and product launches.

But the launch of the Platinum+ hair straightener has been like no other.

The story behind the new launch is all about female empowerment, with a marketing campaign relatable to every single female.

Four images (also known as the Queens) were used in the launch of these new straighteners. One reflecting a mother with a new born; the other symbolising a 'girl next door' one representing a 'girl boss' and the final Queen of the castle who has everything!

Each of these Queens has their own hair style, styled (obviously) by the new Platinum+ which reflects each persona.

The official launch of the GHD Platinum+ took place at the BGX HQ in DIP on Wednesday 5th - attended by salons, influencers and press, the event saw GHD Asia, Head of Education, Robert Resnick, take to the stage to officially unveil the new tool.

Live demonstrations were part of the launch plan with Robert Resnick, demonstrating four different trends including, 'folk waves' plus day to night hair transformations which included playing with jewellery including pearls and earrings, to a modern day look which Robert says is the new 'hair trend' to keep an eye on for 2019.

And not forgetting the new hair tool itself, the new Platinum+ is a styler which claims to be the world's first predictive straightener, which takes in to consideration your hairs needs - whether it be thickness or thinness - it also predicts the amount of time the heat is needed on your hair by switching off when it feels ready.

The 365 degree styling allows professionals to straighten clients hair with minimal damage, which is exactly what clients want to hear whilst living in tropical and 'air-con' climates.

GHD have claimed that using the Platinum+ will provide you with up to 70% less breakage, 20% more shine and twice the colour protection because of the breakthrough ultra-zone predictive technology.

The unique wishbone hinge also ensures the plates are perfectly aligned when you style, meaning you can straighten, or curl, at ease. Plus, the automatic sleep mode after 30 seconds of non-use will give you that extra peace of mind in the work place.

For more information or to place an order, contact Wigo Professional: +971 (0) 4 222 1140