Marketers call it the golden quarter — the moment when campaigns turn festive before the malls even hang their tinsel. This October, ghd proved once again that the most powerful brands don’t wait for December to sparkle. The Cherry Chic Collection arrived in a rush of red satin and soft gloss, a global campaign that captures the warmth of Christmas long before the first carol hits the airwaves.
Across fashion capitals — from Chadstone to London and Johannesburg — the limited-edition drop has already become a symbol of early-season luxury. The Cherry Chic range reimagines ghd’s bestsellers, including the Chronos, Gold, and Helios stylers, in a deep cherry hue that feels equal parts couture and comfort. Each comes nestled in a velvet vanity case, turning an everyday tool into a keepsake.
A glittering gathering marked the launch of ghd South Africa‘s limited-edition Cherry Collection, drawing a curated group of the country’s most influential beauty and lifestyle figures. Social media personalities Naliyani and Christine Tinagama were among the attendees, sharing moments from the night that celebrated style, glamour, and festive cheer. The event, staged at the iconic Good Hair Hotel, showcased flawless hair styling by Ryan Waldorf, with makeup by Warren Killian and photography captured by Thandi Gama of The Paris Edit Studio. Guests mingled amid the launch’s signature cherry-red aesthetic, highlighting the intersection of beauty, luxury, and social media influence in South Africa’s trendsetting circles.
In Cape Town, @kimjayde and @nadiajaftha set the tone for South African glamour, joined by @ilovemelmo in a wave of crimson and cherry-inspired looks. Styled by @anny21sa for @ghd_southafrica, their campaign moments flooded timelines with festive energy — a reminder that beauty, like marketing, rewards those who plan ahead.
For ghd, this isn’t just a product launch. It’s a case study in anticipation marketing: the art of setting the emotional tone before the season arrives. By October, consumers are craving hope, nostalgia, and transformation — and Cherry Chicdelivers all three in a single, cinematic aesthetic.
Beyond the tools, the campaign celebrates the ritual of getting ready — that private act of self-renewal before a holiday party or a new chapter. In that way, ghd’s Cherry Chic isn’t selling straighteners. It’s selling a feeling: readiness, radiance, and quiet power.
As the year’s final quarter unfolds, Cherry Chic stands as a masterclass in timing and tone. It’s not just about red; it’s about resonance — that moment when women everywhere begin to glow a little earlier, ready for what’s next.
🍒 #ghdCherryChic | @ghd_southafrica | @kimjayde | @ilovemelmo | @nadiajaftha
