Leading global haircare brand ghd has selected Labelium Group as its full remit media agency Australia and New Zealand, following a competitive review and pitch process.
The appointment, which started in January 2025, grants Labelium full responsibility for media strategy, planning, and buying across all channels, including paid search, paid social, and programmatic advertising.
The account will be managed through a collaboration between Labelium Sydney and Ryvalmedia Brisbane – both part of Labelium Group in Australia. The partnership will leverage Labelium’s global beauty experience and Ryvalmedia’s strong local presence, ensuring a tailored and data-driven approach to ghd’s media strategy in the region.
ghd (good hair day) has been at the forefront of heat styling technology for more than 20 years. The brand holds the title of Australia’s number one hair tool brand, boasting over 500 global beauty awards and a presence in more than 50,000 salons worldwide.
Labelium Managing Director Australia, Adrien Bouteille said he was looking forward to growth for ghd following the appointment.
“We’re absolutely thrilled to partner with ghd, an iconic brand synonymous with innovation and excellence in the haircare industry,” he said. “This win underscores Labelium’s deep understanding of the beauty landscape and our ability to deliver holistic, data-driven media strategies.
“At Labelium, we share ghd’s ambition for market leadership, and by combining our global expertise with Ryvalmedia’s strong local presence, we’re confident we can drive significant growth and brand impact for ghd across Australia and New Zealand.”
ghd Head of Marketing, Karen Cox, echoed this sentiment, highlighting the brand’s strategic ambitions for the partnership.
“We are excited to bring Labelium on board to enhance our paid media strategy across Australia and New Zealand,” she said. “This partnership marks an exciting opportunity to refine our holistic media approach, and we look forward to maximising the impact of ghd’s innovative launches that we have coming up in 2025 and beyond.”
Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.