The traditional view of beauty is changing. Australian women see beauty as feeling confident in their own skin. They also nominate having great hair as the moment when they feel most confident. Unfortunately with working from home becoming the norm throughout COVID lockdowns, women were reminded of “bad hair days” every time they launched Zoom, eroding their confidence levels and emotional wellbeing.

The Unplugged launch leveraged channels consumed out of the home (audio, mobile, OOH) so GHD could connect with women as they emerged from the COVID lockdowns, at all times of the day. High impact assets were bolstered by content designed to boost women’s confidence. Crucially, our approach saw GHD partner with emerging podcast influencers who championed candid and confident female expression which culminated in a GHD-branded event where the influencers discussed their unique views of beauty and confidence.