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ONSTAGE - GHD
ESSENTIAL CHECK
GHD’S 2021 PINK CAMPAIGN EVOKES REAL AND TRAGIC STORIES AND UTILISES THE BRAND’S ALWAYS PHILANTHROPIC SPIRIT TO SPREAD ITS CRUCIAL MESSAGE AND MAKE A REAL DIFFERENCE, WRITES SHANNON GUSS.
Ghd’s latest pink campaign has landed, building on their important message to “Take Control Now” in 2021 and continuing the mantra to tell clients to check their breasts in the fight against breast cancer. Additionally, as always in this long-running and storied partnership, $20 from every pink limited edition purchase goes to the National Breast Cancer Foundation.
The partnership and campaign is in its 17th year, adding to $20 million already raised globally for breast cancer charities in this longstanding initiative. In this year’s campaign the brand partnered with eight muses to communicate the significance of self-checking for yourself and your loved ones. Every tool in the limited edition collection contains the messaging ‘TAKE CONTROL NOW’, as a regular reminder to check every month.
In the campaign, ghd invited four women who have never self-checked to engage with the stories of those that have been affected by breast cancer, becoming a crucial reminder around the importance of checking on a regular basis. The stories were shared by four ghd muses, Lesley, whose daughter Hatti has breast cancer, Asad, whose wife Sania has breast cancer, Medina, whose younger sister Nadia has breast cancer, and Jen, who has been living with breast cancer for ten years. Interacting with these stories in such a way transformed the views of the women who had never self-checked in a powerful way, sparking a commitment to self-check.
The messaging and initiative is pivotal and emotional, as attested to by ghd Creative Artists Sheree Knobel of Bixie Colour, who has a tragically close connection to the cause.
“I think all of us can say that we know someone who has been affected by cancer. For me, we lost my younger sister to cancer six years ago. Pink actually happened to be her favourite colour, so I decided to colour my hair pink in her honour for the last five years every pink week,” Sheree shared. “Personally, doing this made me feel closer to her while I tried to heal. I realised that I had a voice within our community and could use my reach within the hair industry to support campaigns such as Breast Cancer Awareness Week and raise funds that would help in one day finding a cure. Collaborating with ghd not only enriches our platform at Bixie in educating others, it also helps us to raise more funds than we could ever dream of alone. The pink collection is a wonderful initiative, and I couldn’t be prouder to be aligned with a company that cares for a cause so close to my heart.”
The campaign aims to help reduce worrying stats around breast cancer nationally and globally. 20,000 Australians are diagnosed with breast cancer each year and one in seven women are diagnosed with breast cancer in their lifetime. However, only one in two women regularly check their breasts for signs of breast cancer. Messaging in the products, campaign and in salons hopes to change those stats for the better.
“The pink collection by ghd is a great tool in helping to start the conversation about breast cancer awareness. As a team, my staff and I spoke about how we can engage with our clientele to get involved, and what talking points we could use to start the conversation. We hope that these conversations would have a domino-type effect, leading more women to talk to their mums, their sisters, their friends and their loved ones about this devastating affliction, and what they can do to prevent it,” Sheree said.
“There certainly is a huge wow factor when you pull out a pink ghd tool, every girl loves pink and it’s an exciting and colourful tool we use to open the door and begin chatting about this cause. Talking about the ghd pink range and Breast Cancer Awareness Week allows us to engage with the clients about what they can do to help, including buying an item from the pink collection themselves, with part of the proceeds from each sale going to the NBCF,” she continued. “It’s such a nice gift filled with so much meaning, they absolutely just fly off the shelf. We also have flyers within the salon teaching how to properly conduct self-checks and post these across our socials to help spread the word.”
The pink range for 2021 is trending rose pink and includes the ghd platinum+ styler, ghd gold® styler and ghd helios™ professional hairdryer, all with the campaign messaging and the brand’s renowned innovative technology.
A stand out on the retail shelf or the bathroom cabinet, these tools are more than just their must-have colour, with such a vital message on the tools, in the campaign and in the longstanding essence that is the ghd pink campaign. Support this important cause and start spreading the words ‘Take Control Now’ to your clients.
For more information visit www.ghdhair.com/au and follow @ghdhair_anz, #takecontrolnow and #ghdpink
