The £3m ad campaign, created by RKCR/Y&R, features the new gold hair straighter from ghd in TV, outdoor, press and online activity.
It continues ghd’s “twisted fairytale” theme and features fairytale princess Cinderella who goes to style her hair at the stroke of midnight.
A 60-second television spot will break on Saturday (23 October) during the X-factor.
The campaign includes three different TV executions designed to “establish and focus” the product message.
Online activity includes Facebook home page takeovers and outdoor activity includes a takeover of London’s Bond Street tube station and other tube stations in high footfall shopping destinations to capitalize on Christmas shopping.
The ad also features the track “Lucky you” from LA-based band Le Rev, which is signed to the independent record label Two black Cats set up by RKCR/Y&R.
Mike Cohen, ghd chief marketing officer, says, “The Cinderella creative – which turns another conventional fairytale on its head and demonstrates perfectly how ghd confidence can help women everywhere to become the “Belles of the ball” this Christmas.”