The Brief

When ghd announced they were launching their new high performance professional hairdryer, helios, Mango wanted to deliver helios the kudos it deserved. Our aim: to highlight helios’ technical prowess, innovative design and beautiful colours.

The Strategy

To launch we staged dedicated education sessions – both on the product and drying techniques (ghdo’s and ghdon’ts) – along with styling sessions for our 40 guests. Once styled, the guests - a who’s who of beauty media and influencers - got their ‘Beyonce moment’ on camera with a wind machine to assist. In addition we delivered:

• Top tier beauty media trials of ghd helios in advance of launch
• Media relations campaign
• Influencer engagement and dedicated campaign
• Media giveaways and profiling


Coverage was wall to wall including more than 150 social clips.