There’s never been more reason to celebrate the hairdressing industry, and with their 2020 Glitz the Season collection, ghd is putting the professional stylist at the heart of its campaign with a series of looks that are bold, beautiful and unapologetically glam.
Launched in October each year, Glitz the Season is a seasonal education collection that links ghd’s Christmas campaign to real, tangible techniques for salons and their clients in order to boost styling services as well as retail.
The 2020 collection was created by session stylist and ghd Creative Artist, Luke Benson and his Christmas queens are “fun, modern and creative – but with a nod to classic, beautiful ghd hair.”
Comprising six hero images, each with associated step-by-steps and videos, the looks include two styles exclusively available to salon partners, with four more that will be promoted across both salon and premium retail. With something for every client, the looks include a classic ghd wave, a star-spangled slicked-back look, a glam pony, soft beehive, half-up pony and top-knot with faux-fringe detail. To maximise the glam – and the upselling opportunity for accessories – there’s a heavy dose of bows, ribbons and slides, too.
“Given the current climate, I think salons need to have something new that they can offer their clients” says Luke. “Everyone is fighting for business and also working really hard to keep their clients happy and give them new ideas and creative direction with their hair. Having a Christmas styling menu like this means having something else to offer and a point of difference, or at least a starting point for a conversation with clients about styling and the tools and products they might need.”
Luke adds,‘’I wanted the looks to have a young, fun feel, taking into account the shoot location, styling vibe and each girl’s own personality. My favourite? I love the blonde wave and oversized bow. It screams ghd to me; a beautiful girl, with polished, healthy waves and a nod to trends through the accessories. I also used the Creative Curl Wand on this look, which is my favourite tool for creating bends and waves.”
Hair: Luke Benson, Photography: Claire Rothstein, Stylist: Ozzy Shah, Make Up: Clare Evans
Looking for some more colour inspiration? Here you go: