British hair styling tool brand GHD, for the first time ever, has appointed an influencer as its International Brand Ambassador.
Italian fashion influencer Chiara Ferragni has worked with the KKR-owned brand across social media marketing campaigns for two years, but her promotion will now see the blogger star in global advertising campaigns.
Ferragni, who has previously partnered with Lancôme and SK-II, will also be the face of a new launch by GHD later this year and help the brand target "digital savvy consumers".
"With Chiara’s unparalleled global appeal and GHD leading technology, we are confident this new partnership, and impending new product launch, will help GHD to deliver more good hair days around the world", said Jeroen Temmerman, CEO of GHD, adding that the announcement coincides with the brand's 20th anniversary.
Ferragni rose to fame with her The Blonde Salad blog in 2009 and has since amassed 23.7 million followers on Instagram.
She is also the owner of an eponymous fashion line which has recently unveiled a collaboration with Nespresso and ambassadorship with Bulgari.
Montse Passolas, CMO of GHD, added: “Chiara Ferragni is an entrepreneur with an undeniable spirit, attitude and unique sense of style – she perfectly embodies the essence and energy of GHD.
"Chiara was a natural choice for GHD to become International Brand Ambassador. Chiara loves the brand and genuinely uses it to style her hair, so that it is always flawless and in great condition. She relies on GHD for safer hair heat styling and long-lasting sleek results.”
