Salon International is October’s must visit hairdressing exhibition at Excel London has around 40,000 hairdressers visiting the show over 3 days.

This was 4th time I had project managed the ghd exhibition stand. As part of the ghd strategy we wanted to be more present where stylists are and had the brief to build a stand that was able to be reused at multiple events and exhibitions.

Another layer of complexity was that we were to turn up with our new Coty family with all brands sharing a space.

My main objectives for ghd were;

  1. To bring the ghd brand and products to life
  2. To have an area for stylists to discover the Nocturne collection
  3. To retail ghd products
  4. To let stylists know about the new @ghdhhairpro Instagram

I worked with the ghd in house designers to brief in the elements and then pitched this is agencies to build the stand. The brand is about luxury retailing that is desirable to both salons and stylists. We needed for the stylists to pick up and use the products in trial and demonstrations areas as well as understanding the products science and technology.

To bring the stand to life we had a shared stage with Sassoon, Wella and Patrick Cameron where ghd showcased the latest Infinite styling collection – Style Style Style again on stage.

The final activation was the beautiful infinity room where you could get to see the ghd Nocturne collection and get the ultimate selfie in the infinity room. The room allowed you to see multiples of yourself ands a great activation to drive followers on @ghdhairpro


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