Influencers have unprecedented power in today's beauty industry. Now, following its acquisition by Coty, ghd has announced that influencer Olivia Culpo will serve as the brand's ambassador, coinciding with its latest campaign, "Maximize Impact, Minimize Damage."
ghd's campaign is aimed at women who erroneously believe that high heat is needed to get the best hair styles.
"We're looking forward to Olivia helping us continue our mission of giving more women around the world a good hair day, every day."
"As a long-time fan of the brand, I am thrilled to have been selected by ghd as their new ambassador," said Culpo. "I was initially introduced to ghd by my hairstylist and it was a revelation. The fact that I could easily create any style I wanted while at the same time preserving the health of my hair was game changing; I have been hooked ever since."
Culpo added, "Hairstyling for me is a form of self-expression. My hairstyles parallel my moods and I love experimenting with different looks. That being said I've been heat styling my hair for as long as I can remember and because I style my hair so often, my biggest concern has always been heat damage. What I love about ghd is that they are all about healthy hair and have developed a range of tools that give you gorgeous results and keep hair healthier. This is so important to me because minimizing the damage to my hair, is just as important as getting the look right."
"We are very pleased to have Olivia Culpo as ghd's new ambassador. She knows how to make an impact whether it's walking down the street or walking down the red carpet, and we're excited for her to join the ghd family," says Francesca Raminella, President of ghd North America. "As someone who millions of women are looking to for beauty inspiration Olivia is the embodiment of our new campaign and is proof that you don't have to sacrifice the health of your hair in order to get gorgeous results. We're looking forward to Olivia helping us continue our mission of giving more women around the world a good hair day, every day."