ghd Cherry Chic

To celebrate the launch of the new ghd Cherry Chic range, Portobello partnered with ghd to deliver two impactful events designed to drive awareness, education, and trial across both media and consumer audiences.

Media & Influencer Blow Bar Takeover - On the 9th of October, ghd launched a takeover of the David Jones Blow Bar to celebrate the launch of their Cherry Chic Christmas range. A range of media and influencers were invited to an exclusive blowdry and hair styling appointment where they could trial the new collection. Upon entering the space, guests were treated to cherry matchas, scrolls and champagne. With 40 guests in attendance, ghd reached key media and influencer contacts in a meaningful and memorable way.

Consumer Event - On the 16th of October, ghd hosted a ticketedtake on the first takeover, whereby consumers were invited to experience it for themselves. Guests were treated to cherry matchas, scrolls and champagne, and had the change to have a 20 minute dry styling session. Throughout the day we had 96 consumers through the door.

Together, the pop-up and masterclass events generated 138 pieces of coverage (social and editorial) with a reach of over 13million with further coverage expected to roll out in the coming weeks.

The following report provides a detailed overview of both events and the media outcomes secured as a result of our collective efforts.