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TikTok time to get your ghd iD

Spring has certainly sprung with the new ghd iD collection. A limited-edition collection of fresh lilac, bright blue, and soft pink hair tools.

Ghd’s most creative collection yet, inspired by Gen Z and their powerful expression of individuality. It’s no secret that TikTok has fast become the most popular social media app amongst teenagers and Gen Z, and with it, created a brand-new genre of influencers and a creative new approach to content. Which is why ghd has partnered with six Gen Z TikTok influencers from around the world to present the ghd iD collection and to create its first TikTok-led creative campaign. Shot in London and with a combined social media reach of 66 million, the campaign features twins Lisa and Lena Mantler @lisaandlena from Germany. From the UK, breakout make-up star Abby Roberts @abbyroberts, and upcoming actress Jessie Mae Alonzo @jessiemaealonzo. From Italy, fashionista Marta Losito @martalosito; and from the USA, dancer Gabby Morrison @gabbymorr. This TikTok campaign is inspired by relatable Gen Z scenarios and personas for which having a good hair day is essential – Business & Me, Baddie & Me, and Meet the Parents. And in a campaign first, we commissioned an original TikTok audio by Pyramids Studio to accompany the campaign and bring the personas to life.


🚨 Your new favourite ghd tools have just dropped 🚨 The perfect pastel stylers and hair dryers to start your summer 💃 Obsessed does not even cover it ✨💁‍♀️ @abbyroberts @gabbymorr @lisaandlena @jessiemaealonzo @marta.losito Discover #ghdiD now at 💗#ghd #NewCollection

♬ ghd iD Challenge Audio – ghd

The TikTok Challenge

#ghdID challenges creators to showcase one of the three campaign scenarios using the SS22 collection in a 15 second TikTok video that transitions between their before and after looks. Creators will have the freedom to get creative with their transitions and final hair looks when bringing the personas to life, with the original audio available on TikTok to accompany all uploads.

So, whether you’re in the mood for R&B waves, rock & roll braids, or pop curls – this spring, we invite you to show us your creativity on TikTok, and to move and shake your hair with #ghdID.

Come on fellow stylists, join the trend and show us what you’ve got!

For more good hair news from ghd, click HERE.


Respect is a hub for UK hairdressers of all ages and stages to find out what We LoveWe Hear and We See as the best product launches, styling advice, hairtools, education training and seminars and hairshows! Sign up to our newsletter which is sent fortnightly direct to your email, so you stay up-to-date with salon styling information, trends in session work, advice on presenting on stage or progress in educating- whatever your interest, whether you’re a trainee or creative director, an educator or team leader, you’ll find all the opportunities and ideas on

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