A busy schedule is on the cards for the global influencer whose popularity on social networks makes her highly requested by the most prestigious brands in the world.
The special skill of global influencer, Chiara Ferragni, is to use her huge popularity to conquer a wide range of businesses, bringing followers to every brand or cause she undertakes. Not only fashion brands secure her support by offering prestigious seats on the boards of their companies, but also governments asked her to use her influence on younger generations to launch social campaigns during the pandemic.
Chiara was recently named international brand ambassador of ghd. The UK-based hairstyling and appliance brand had already been collaborating with her for over two years on social media campaigns when Ferragni shared images of the brand’s tools with her 23.7 million followers on Instagram.
In their 20th anniversary year, ghd has decided on a brand new strategy by hiring a digital star for the first time in such a role. In her new position, Ferragni will be the face — and hair — of the brand, with a focus on an exciting launch to be revealed later this year
ghd’s chief executive officer, Jeroen Temmerman, defined Ferragni as “the ultimate global fashion trendsetter who speaks directly to the social media generation and our digital-savvy consumers – thanks to her unparalleled global appeal.”
Monte Passolas, the brand’s chief marketing officer, added: “Chiara Ferragni is an entrepreneur with an undeniable spirit, attitude and unique sense of style — she perfectly embodies the essence and energy of ghd”
It is still surprising how Ferragni has been able to attract so many brands, especially in recent times. Just in the last couple of months, she was also named global brand ambassador of Bulgari and started a cooperation with Nespresso, which offers limited-edition coffee machines, capsules and mugs, all in pastel pink packaging and embellished with her signature blue eye logo.
Not to forget her long-time commitment to the beauty sector: for many years she has been the ambassador of Pantene and she performed campaigns for Lancôme with which she also developed a range of make-up capsule collection. Just to name the most important collaborations.
ghd, which stands for Good Hair Day, was founded in 2001 with the launch of its first styler that could be used in salons or at home. It subsequently introduced a professional range of brushes, styling products and its first hairdryer, GHD Air. Today the brand’s tools are used by 200,000 stylists around the world and sold in 30-plus countries and more than 45,000 premium salons.
In 2016, the brand became part of the Coty Professional Beauty division, until last year when Coty sold a majority stake in its professional business — including the Wella, Clairol and OPI brands, in addition to ghd — to KKR. As part of the transaction, Coty received net cash proceeds of about $2.5 billion and still retains a 40 percent stake in the business