GHD is launching its first artificial intelligence (AI)-powered styler which claims to change the game in terms of heat technology, measuring hair temperature instead of plate temperature to deliver “zero damage” to the hair’s natural structure.
GHD Sculpt (£369) – which launches on 9 July to mark the British hair technology brand’s 25th anniversary – comprises an AI micro-processor and heat-adapt technology which intuitively adjusts the styler’s heat based on the user’s hair, increasing and reducing the temperature as needed.
Five-years-in-the-making Sculpt learns in real time and represents a “new era” for GHD – one focused on delivering deeper personalisation by utilising AI technology, which is based on real needs – not gimmick-led.
“Since stylers have existed, it has all been about the plate temperature, but with GHD Sculpt, this is a new way of looking at the methodology of bringing technology and innovation to life in this category,” says Liz Griffiths, GHD’s Chief Growth Officer.
“The tool is measuring hair temperature instead of the plate temperature (which is the current industry standard), and it is AI that has helped us to transform the category with a focus on zero-damage, which is our big claim for this launch.
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“The hair tool space is more competitive than ever, and the challenge for category leaders [like us] is to keep raising the bar, but we need to cut through the AI hype with real consumer benefits.
“There is a lot of excitement about AI, but for us, it can never be technology for technology's sake. It has to solve a real consumer problem, deliver a visible benefit and make styling easier.”
The result? GHD Sculpt claims to deliver five times faster styling due to this new-age technology, up to 90% more shine and 2.5 x less frizz, plus superior curl definition and colour protection.
“Over the past 25 years, we pioneered the straightener category to the point where GHD is used as a verb – ‘to GHD your hair’ – which is such an incredible accolade,” says Griffiths.
“But we have transitioned now into more of a styler category because our tools are multi-purpose.
“They are at the heart of our brand – style is fundamental to our DNA – so we continue to invest and deliver innovation in this category.”
The GHD Sculpt is AI-powered
How does GHD Sculpt work and what makes up its AI machine learning algorithm?
GHD’s team at its research laboratory in Cambridge, UK, uses AI to accelerate the company’s speed of scientific research and product development, with Sculpt a perfect example of this.
The British brand was inspired to turn hair tool heat technology on its head after discovering
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