Home' INSTYLE Magazine : INSTYLE MAYJUN 2015 Contents C
hief Technology Officer at ghd’s
research and development
headquarters, Dr Tim Moore
has been with the company for
the last 5 years.Tim’s philosphy
is to make light work for stylists and
customers by creating products that work
harder so we don’t have to.
In some respects, work on this latest
hallmark in the ghd fold; ghd Platinum
began prior to the launch of the now
superseded eclipse which launched almost
18 months ago. Combining similar features
to eclipse and the very best of combined
technologies for the ultimate styling ability
without compromising the condition of the
hair. All hybrid innovations created under
the meticulous eye of Tim in the Cambridge
Unlike any other iron the new technology
claims to maintain temperature from root
to tip, heralding ‘one stroke styling’. Using
tri-zone technology, Platinum eliminates
any temperature inconsistencies and avoids
the common problem of users styling hair
hotter than necessary.
The premium-looking Platinum
combines the ultimate in form and function,
aesthetically making a statement - appearing
to be the most streamlined ghd yet.
Free of adjustable temperature gimmicks
that often do more damage than good to the
hair, platinum maintains one consistent
temperature and allows for a consistent
result and a safer sentiment for the hair
each time. If there’s such thing as hair
health and heat being associated, then ghd
has found it.
After years of research scientists have
identified the optimum temperature for
styling alongside the optimum ability to
maintain that temperature at the hub of the
UK’s electronic industry in Cambridge –
where some of the world’s most successful
innovations are born and nurtured.
Surrounding this infinite level of research
now lies the main education message to
consumers and styling that, “Turning up
the heat is not the key to getting the look
you want,” Tim said.
Underscored by the name itself, ‘tri zone’
uses three sensors in each plate, ensuring
the optimum temperature for styling is
consistently maintained across the entire
plate, rather than one heating element
attempting to do the job during styling.
Because it’s free of any sudden surge or drop
in temperature and safer for the hair from
roots to end –the Platinum has swiftly been
tipped the brand’s ‘one stroke wonder’.
“What drives us when developing
a product is having the performance
With research and development starting three years before we see one of ghd’s
latest innovations hit stylist’s hands, we learned the complexities behind one of
the brand’s most polished executions yet, writes Cameron Pine.
for stylists. These are professional tools
above all but are designed to empower the
consumer,” Tim said.
Back in 2012 when ghd launched Air – the
first hairdryer for the brand, technology
in dryers was all around wattage, rather
than airflow and consumers have not been
educated on the differences. Just like any
new ghd product, the real useability benefits
are for the stylists and the ability for them
to then educate consu mers on many of the
hidden technologies and benefits.
How do you explain the feel and function
of a Rolls Royce? Well sometimes you just
have to get behind the wheel and for ghd
it is similarly a user experience that needs
to be completely explored before the full
benefits are understood.
“Hairdryers haven’t changed since the
1950s – the Air is like a rolex watch, we
took the technology as far as we could take
it,” Tim said.
“For drying speed you don’t need pressure
you need good air flow so a lot of our new
technology is challenging perceptions. For
example with Aura we used lamina air flow
which is the best way to smooth hair all the
way down – Au ra is 1600 watts, yet most are
around 2000-2400 but it dries in the same
time. One of the engineers that works with
Trent 900 and created engines for the A380
worked with us just to ensure we got the
airflow right. “So let’s face it, there’s a little
bit of A380 in our dryer,” Tim said.
“We are learning new stuff about hair
everyday and there is new research
constantly coming in – it starts with
selecting what route we want to take and
getting that onto the market. We always
have to ensure that every product we
make is high performance and really top
quality,” Tim said.
Within the traditional iron category,
the gold series is maintained and limited
edition colours and styles will come
and go however Platinum is designed
to sit at the top of the eschalon, totally
eclipsing the eclipse, pardon the pun
and adding more prestige back to the
The unique wishbone hinge uses
concealed technology that enables the
iron to feel almost effortless in the hand,
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