3 minute read
INFEATURE: PINK PROMISE
PINK PROMISE
GHD UNVEILED THEIR VIBRANT ORCHID LIMITED EDITION PINK COLLECTION FOR 2022, WITH IMPORTANT MESSAGING AND ITS HISTORIC PHILANTHROPIC SPIRIT DRIVING THIS ALWAYS CRUCIAL ANNUAL CAMPAIGN.
Ghd’s annual Pink collection is back for 2022, continuing the two-year campaign to TAKE CONTROL NOW, and more broadly extending the brand’s 18-year support of global breast cancer charities, within which its raised $22 million USD.
The campaign continues to respond to urgent stats from the National Breast Cancer Foundation AU 2022 that see around 1,000 young Australian women get diagnosed with breast cancer each year and one in seven Australian women diagnosed with breast cancer in their lifetime. This has been affected through the pandemic as well, as during the April 2020 COVID lockdowns roughly 98 per cent of breast screening appointments were cancelled or delayed, according to the Australian Institute of Health and Welfare, making the campaign message especially pertinent.
“Two physical features that can strongly shape how women see themselves, their breasts, and their hair, can be taken away by breast cancer. As an evolution of 2021’s successful campaign, the 2022 collection features the campaign messaging TAKE CONTROL NOW on the limited edition styling tools, providing women with a regular reminder to touch and check their boobs for signs of breast cancer every single month,” the brand said.
The campaign advocates for joyful body and breast positivity, bolstering the confidence of consumers to facilitate potentially lifesaving self-check steps. Awkwardness or embarrassment around this process can undermine self-checking and delay crucial medical appointments, so the brand is elevating confidence and education around breast health for all breast sizes and types, with self-check reminders on social media from the brand to its sizable following publicised each month.
In addition to this message and communications advocacy, the campaign will also continue to donate $20 from every pink limited edition purchase to the cause. Tools such as the ghd helios™ professional hairdryer, with Aeroprecis™ technology, the award-winning ghd platinum+™ styler, with ground-breaking predictive Ultra-zone™ technology, the ghd gold® styler, with Dual-zone technology and, for the first time, the limited edition glide hot brush, which contains ceramic and ionising technology to transform hair, comprise the collection. The tools are accompanied by a soft touch zip bag, all designed for 2022 as the vibrant orchid ghd limited edition Pink collection, with the essential self-check reminder. These tools deliver sleek, smooth, shiny, heat-controlled results in efficient drying and styling time, all with aesthetic style and an important message.
Diving into one of the hair industry’s most treasured traditions with ghd’s 2022 interpretation of the Pink campaign, the message remains just as vital, the tools just as covetable and the philanthropy ever-significant. Add Pink 2022 to your collection.
