The campaign idea is re-telling our favourite fairytales with the heroine now being empowered with ghd confidence. By twisting well known fairytales we illustrate the end benefit of using a ghd styler.The new end line “You can do anything with your hair” encapsulates the key benefit of the brand: ghd makes women look and feel amazing and gives them the confidence to play by their own rules.“You can do anything with your hair” reflects an insight about today’s consumer. 10 years ago female confidence was about making it in a man’s world, just about how you look, and about getting a man. Female confidence is now about playing by your own rules, about how you feel (and look), using your wits and getting to wherever you want to be.