ghd links with cosmetics brand Benefit

by Mirand Fitzgerald, marketingmagazine.co.uk 04-Feb-09, 11:45

LONDON - Hair brand ghd has teamed up with beauty brand Benefit Cosmetics to launch a limited edition set, containing ghd stylers, a styler bag and mini cosmetics kit from Benefit.

The collaboration, ghd's first with a for-profit company, will be supported by a pan-European print ad campaign. The ads, created by TBWA\Manchester, launch on 10 February and carry the ‘See the light' strapline from ghd's most recent TV campaign. It will run in a number of women's magazines, including Grazia, Heat, Hello and Marie Claire. Other marketing activity includes online, POS and packaging.

In November, Ghd launched its first TV campaign since its 'Thy will be done' ad was banned by the ASA because it might cause religious offence. The 'See the light' ad retained the strapline 'ghd, a new religion for hair' and still referred to the transformative experience of using the brand's hairstyling products, but without being overtly religious in tone.

The ASA received 23 complaints about the previous ad, including one from the Archdeacon of Liverpool, objecting that it was offensive to people of the Christian faith.