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It's
hard to believe that the most sought-after, most talked
about item in hair history was only created in 2001...
the legendary "ghd" hair straightener. It's one of those
amazing products that actually lives up to its name
and delivers a "good hair day".
You may be surprised to know that the ghd originates
from a Yorkshire based, British owned company. The managing
director Martin Penny, has described himself as an "accidental
entrepreneur". A hairdresser friend suggested Martin
should buy the rights, to some styling irons he'd been
sent by a South Korean inventor. They were the first
of their kind, and achieved the look anyone with curly
or kinky hair had yearned for. The revolutionary ceramic
straighteners began the trend for straightened hair
with a glass-like shine.
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ghd Mk IV Hair Straightener |
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Curl
or Straighten
Ghd's
have evolved over the years and now the latest versions
have curved barrels that are equally proficient at
creating, Gwyneth Paltrow, Renee Zellweger, Jennifer
Aniston, Victoria Beckham and Kimberley Stewart.
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At
the Paris, London and New York Fashion Weeks, Ghd Directive
has worked with the best designers, Stella McCartney, Narcisco
Rodriguez and Emanuel Ungaro.
Thanks to celebrity and salon endorsements - together with
the amazing functionality and performance of ghd's - the
straighteners have developed a cult-like following. A ghd
Directive of top stylists maintain ghd's position as a leader
and the brand has developed from the original classic straightener
to limited edition versions.
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Hot
Sellers
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Finding a product like the ghd straightener, is something the
money saturated Dragons in the popular BBC series the "Dragon's Den", would give their blue chip companies for.
So good is the product, the turnover is as hot as ever:
• 2003: the year the mini and salon straighteners
were added to the range, the annual turnover was £12 million.
• 2004: Sales reached £37 million.
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2005: Turnover was £54 million
• 2006: Turnover was £75 million
• 2007: the ghd IV straighteners were launched, sales
reach £115 million
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Limited Edition
Midnight Collections
These latest additions to the range are the
ultimate, must-have ghd's appearing on everyone's
wish list. They come with their own special
heat proof case and some special ghd accessories.
Once you've done the hard part and decided between
the midnight gifts set and the midnight collection
which includes a ghd hair dryer!, your hair
styling will be easy....
The ghd IV Wide Salon Straightener
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These
have the same great features as the ghd Mk IV, but with
wide plates, ideal for longer, thicker or Afro Caribbean
hair. They glide quickly through the hair making styling
so much easier
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The
ghd IV Mini Straightener
This ghd uses the same advanced ceramic
technology as the rest of the ghd IV
range, but features smaller plates.
It's ideal for women with shorter or
textured hair and very popular with
men.
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Be creative, the latest ghd straighteners give you the choice
of perfect curls, movement, extra volume or straight chic.
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Article by Heather Bell.
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