Ghd, the haircare company, is launching a limited edition travel bag for its straighteners. The ceramic heating tool has become a must-have item for many women and is branded “a new religion for hair” by the company.
The bag and an accompanying ad campaign have been designed and created by incumbent agency BDH/ TBWA and will break in mid-May. The Manchester-based agency has developed ads for a national press campaign, support literature and point-of-sale material to be rolled out internationally to hair-salons.
The ads were shot by photographer Clive Arrowsmith and will feature day and night-time looks that can be created with products that can be stored in the bag.
The bag is inspired by this year’s summer catwalk collections and has been designed to accommodate the Ghd styler, cosmetic purse, thermodynamic products and heat resistant pouch. Robert Harwood-Matthews, the agency’s chief executive, says the campaign will show how easy it is to take Ghds wherever you go.
BDH/TBWA won the £10m Ghd account earlier this year after a final competitive pitch against Beattie McGuinness Bungay. The account was previously held by Leeds-based incumbent Propaganda before a review with eight agencies got underway in November last year.
BDH/TBWA now handles all Ghd’s brand communications, experiential marketing and TV and print ad campaigns. The account is one of the biggest wins since Harwood-Matthews moved to the top post from TBWA London where he headed up the PlayStation account. The agency was also recently appointed to the COI’s £5m Department of Works and Pensions account.