Friday, 27 June 2014

ghd aura: Launch Night


Earlier this week, ghd launched their brand new aura dryer/ styling tool to press, offering demonstrations over glasses of champagne and music by the gorgeous DJ & model Daisy Lowe.

Having a personal hair regime of a shocking 10 minutes or less a day (consisting of washing/wetting and a strong dose of serum to refine my curly hair),  I was looking forward to witnessing the results. The Aura is quiet and precise, producing fantastic shine and volume. 20 minutes with the ghd team transformed my naturally curly hair into voluptuous bouncy waves- really quite impressive from dry.


The other key feature of the event was an exhibition of photographs encapsulating 'moments that changed the beauty world forever', in collaboration with fashion historian Amber Butchart. 

Highlights include a photograph of one of the first hair styling tools (with an aesthetic reflective of a torture instrument!) and photographs of celebrity icons including Veronica Lake and David Bowie, annotated with a short paragraph of their groundbreaking effect on contemporary culture.


The exhibition was fun and inspirational yet equally educational, reminding us of fundamental social history shaping the beauty industry into the thriving enterprise it is today.

From the infamous Avon lady visiting local residents during the war to Elizabeth Arden's participation to the suffragette moment, each photograph captures a compelling moment in British history.


The ghd Aura is available from 27th June at Selfridges stores and Selfridges.com


Alice Luker
www.aliceluker.co.uk

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