ghd Launches Collection of Curling Tools in NYC
The iconic British styling brand synonymous with poker straight ‘dos is now making waves in the US too with the launch of ghd curve, its range of innovative curling tools, and BTC was one of the first to get their hands on a pair at last night’s launch in NYC.
Kicking off the über chic event was new ghd President for North America, Francesca Raminella, who told of her determination to follow in the footsteps of the UK and turn the revolutionary brand into the undisputed leader of electrical tools in the US.
“This is a hugely powerful brand,” said Francesca. “ghd has the most ground breaking technology thanks to a team of 50 scientists based in Cambridge UK who are experts in thermo styling and dedicated to producing heated tools that don’t create any damage to the hair.”
With the tagline: “Curls that last as long as you do,” the ghd curve collection features two wands and two tongs, providing a variety of styling options for all hair lengths and textures. More importantly the collection features the brand’s signature tri-zone technology, with six quick thinking sensors in each barrel to maintain an even and consistent temperature of 365 degrees to challenge the issue of curl drop. And just to prove the theory ghd challenged beauty blogger Alexa Lucy to have her hair curled in the morning to see how they lasted until the evening launch event – the results were amazing!
Joining Francesca on stage, David Babaii, celebrity stylist and Brand Ambassador for ghd North America, was up next to demonstrate exactly what the four tools – Soft Curl Iron, Classic Curl Iron, Creative Curl Wand and Classic Wave Wand – were capable of with four stunning models. “Not only is the range incredibly versatile, allowing me to create everything from a beauty beachy wave a la Kate Hudson, to a sexy, bombshell curl, but thanks to tri-zone technology, I’m able to achieve shiny, bouncy waves that last without damaging the hair,” explained David.
Finally, Project Runway judge and Creative Director of Marie Claire, Nina Garcia, arrived on stage to give her public approval of the innovative new tools!
Packaged up in a super sleek black box, the ghd curve collection is priced at $245 per tool and available to buy from selected salons and retailers and at ghdhair.com.