The Independent's journalism is supported by our readers. When you purchase through links on our site, we may earn commission.
Beauty label puts a modern twist on Rapunzel
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Hair iron makers ghd have released their new fairytale-inspired TV campaign and it is a welcome diversion from the commonly blunt beauty ads by rather following the current trend for short, narrative-based films in fashion.
Usually reserved for the more poetic fragrance ads, the elements used by ghd in the short create a whole 'world' around the product, in this case the world of Rapunzel, the fairytale character that was famously saved by letting her hair down.
In the modern take of the beauty brand, an emancipated Rapunzel no longer relies on the knight in shining armor to free her from her towering prison: using a straightening iron, her hair becomes longer and helps her escape on her own.
While beauty ads are usually nice to look at, they often fail at storytelling, a trend that is increasingly gripping the fashion industry, with examples including artistic short films by Vanessa Bruno or Victoria Beckham.
The ad premiered during the TV show X-Factor in the UK on November 14 and can be watched internationally on YouTube.
Site: ghdhair.com
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments