GHD, the renowned British hair care brand, has taken the festive season by storm with the launch of its virtual ‘GHD Dreamland’ takeover on London’s iconic Regent Street. Using cutting-edge computer-generated imagery (CGI) technology, the brand has transformed the popular shopping destination into a digital wonderland to showcase its limited edition Christmas collection, Dreamland.

Regent Street now boasts a ‘Good Hair Street’ takeover, where taxis and the bustling shopping hub are virtually adorned with GHD slogans, creating a captivating visual experience. The city’s red buses have undergone a digital transformation, donning the same enchanting pink and jade green colour palette, with their destinations changed to ‘GHD Dreamland’.

The Dreamland collection features GHD’s Helios Hair Dryer, Platinum+ Styler, Gold Styler straighteners, and Glide brush in a stunning limited edition jade colour with pink metal accents.

The brand’s imaginative CGI takeover extends to Regent Street’s iconic Christmas angel decorations, now digitally reworked to hold a sign that encourages onlookers to “Give the legend of GHD.” This virtual spectacle is not limited to the streets, as GHD enthusiasts can witness the Dreamland CGI takeover on the brand’s Instagram and TikTok channels.

To complement the digital experience, GHD has also brought the magic to life with a real-world Dreamland window at the prestigious London department store, Selfridges. The window serves as a celebration of the brand’s sleek and ethereal limited edition Christmas range, with jade-coloured hair tools showcased under dusky pink velvet sheets.

As GHD pioneers this immersive virtual celebration, it joins other beauty brands like Jo Malone London, which has introduced a physical gingerbread house pop-up at Battersea Power Station shopping destination. Jo Malone’s immersive experience features interactive displays and fragrance masterclasses, marking a trend of captivating online and offline Christmas installations within the beauty industry.

Discover more: Jo Malone London opens gingerbread house pop-up at Battersea Power Station (cosmeticsbusiness.com)