ghd's number 1 cult product, the ghd straightener, is about to be joined by an even greater force of electrical nature.
With advanced ionic technology and a powerful professional motor, the brand's first ever hairdryer, the new ghd air, promises to deliver "the best results of any hairdryer on the market", transforming the hair of women the world over.
The brand's global ambassador, Katy Perry, is testament to the product's finesse, with the campaign image, shot by renowned photographer David Chapelle, showcasing the singer's flowing, healthy locks.
"David La Chapelle made the set amazing," says Perry, who appears as a mermaid in the ads. "It was fun – I got to have purple hair which foreshadowed the real purple hair I had last fall. It's as if Lisa Frank had done The Little Mermaid."
Admitting she was "such a fan of the Disney movies," Perry said she loved the mermaid costume so much she was considering keeping it aside for Halloween.
In the meantime though, the star will no doubt be making use of the ghd air's ergonomical design and salon-worthy results.
The ghd air, RRP $199, is available from first week of March 2011 at approved ghd salons or from www.ghdhair.com/au.