Haircare brand ghd has appointed DeVries SLAM to handle its new integrated, highly creative brand-building campaign. To celebrate London Fashion Week’s move to Soho, ghd is launching a provocative styling space in its London headquarters: the ghd S&M studio. DeVries SLAM has been tasked with capitalising upon ghd’s longstanding fashion credentials and Dean Street location to engage and educate consumers. The new ghd platinum styler allows women to take full control of their hair, whichever style they desire. To reflect this, the studio will offer dry styling sessions from two styling menus, Sleek and Movement (S&M). The looks created and forecasted by ghd UK brand ambassador Zoe Irwin reflect the SS16 hair trends. The pop-up salon will be open for 5 days, styling the consumers, celebrities and media descending upon Soho for LFW. In addition to generating a strong brand experience, the campaign will drive and amplify brand messages through an influencer programme, media relations and social campaign across twitter and Instagram, which will include a Twitter Mirror and S&M Helpline.

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ghd (special project) in 'beauty, fragrance, grooming & health'