With our limited budget, we partnered with ELLE magazine to create the first-of-its-kind partnership. We hired well-known beauty photographer Juan Aldabaldetrecu to create three teasers and a short film featuring top model Aurelie Claudel to pique internet and social media interest. It showed the Eclipse in a high-fashion environment with transformational ‘before-and-after’ results.

We complemented social and website content with print featured in Elle magazine as well as other Hearst Group publications.

In another first, we negotiated that the imagery could be used for free in-store promotion and with the trade.

This created content perfect for high quality in-store audiovisuals. We put together a ‘making of’ video of the film to demonstrate to the trade the results of using Eclipse. It offered useful tips that appealed to both hairstylists and consumers. Bloggers used this as content to generate their own that showed them conducting similar demos to their loyal audiences.

The social media campaign was so successful we temporarily had to suspend our media buys so that distributors could restock their shelves.

Our “movement” film had more than 12m impressions, lowering our customer acquisition by 180%. In addition, our print brand awareness grew 18% vs. 2012 at a cost reduction of 25%.

Now Eclipse is the 3th product for ghd in terms of sales, achieving 10% of sales' volume and 15% of price's value.

87% of current client are distributing the new styler and almost 1000 new clients were won due to Eclipse.