Ghd campaign to stamp out counterfeiting

Ghd claims its latest advertising campaign is designed to tackle counterfeiting head-on, by raising awareness among consumers of the dangers of buying from unauthorised sources.

The campaign, which is running in magazines, online and on social networking sites, should reach more than one million women, according to owner of the brand, Jemella.

 

The company took the decision to launch the campaign, which encourages consumers to search for approved stockists via the official website www.ghdhair.com/fake, after it conducted market research into the problem of counterfeit sales.

The research revealed that only 30% of women were aware that counterfeit ghd irons are available through a variety of sources, including illegal websites, markets and car boot sales and that knockoff goods can cause electrocution, burns and hair damage.

Said ghd UK managing director, Chris Jinks: "The distribution of counterfeit ghd products is unacceptable and destructive. We are confident this initiative will address the issue in a way that both supports hairdressing professionals and educates their clients."