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 to boost styling services as well as retail.
Amy Sontae, ghd’s Global Creative Education Manager, says:
The purpose of Glitz the Season is to offer stylists express hair-up and styling options to promote to clients over the party season, as well as self-style inspiration that salons can share with their clients to achieve at home, in order to aid sell-through.
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 is a heavy dose of bows, ribbons, and slides too. Luke says:
Given the current climate, I think salons need to have something new that they can offer their clients. Everyone is fighting for business and working 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.
There has 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. In terms of the looks, Luke says:
I wanted to show the versatility of the ghd brand and the portfolio of tools we have available. I also wanted the looks to have a young, fun feel, considering 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.
Joining Luke on the team was photographer Claire Rothstein whose luxe, polished shoot style was perfect for this unapologetically glam collection. Her female perspective seeks to celebrate individual beauty, for images that truly celebrate real characters.
Stylist Ozzy was briefed with goddess gowns in a palette of festive metallics and party-perfect velvet, sequins, and silk. Lavish looks from Bottega Veneta, Alexander McQueen and Gucci all served as starting points for the high-octane glam styling.
Claire Evans created the makeup for the shoot, with a focus on flawless skin, glowing highlight and elevated eyes with glitter and colour detailing – as seen at Prada, Erdem and Simone Rocha.
- Hair: Luke Benson
- Photography: Claire Rothstein
- Stylist: Ozzy Shah
- Make Up: Clare Evans