As a two-time breast cancer survivor currently in recovery from yet another invasive surgery, I always appreciate it when a beauty brand decides to “go pink” for the cause and actually commits to it year after year. A lot don’t, believe me! Many a brand will jump on the bandwagon to leverage a few sales, then disappear the following year when a newer, shinier charity takes their eye. Like greenwashing, pinkwashing is rife in the industry, but there are some very notable exceptions.
Which brings me to the amazing commitment from ghd, who have been in it for the long haul. This is the nineteenth (seriously, nineteen!) year that ghd New Zealand has served up an amazing fundraising initiative for the Breast Cancer Foundation New Zealand, having already donated over a million dollars to the charity through sales of their annual, highly coveted ghd pink stylers. The work done by the BCFNZ is vital for people like me, and their services that I have accessed over the years have made an incredible impact at a very difficult time.

Globally, ghd has been supporting breast cancer charities globally for 20 years with their annual pink campaign, which has raised more than $23 million (USD). The campaign highlights the importance of being breast-aware and self-checking, and for the past three years, the brand has been on a mission to empower young women across the world to start regularly checking their breasts. Officially called the Take Control Now Campaign, this year to raise awareness of the importance of self-checking for early diagnosis they have told the real life story of Becksy Silverwood, a professional dancer who was diagnosed with breast cancer at 29 years old (pictured above). Committed to raising more funds for their breast cancer charity partners, with every purchase of the new ghd pink limited edition ghd will donate $20 to the charity.

“We’re incredibly grateful for our long-term partnership with ghd,” says Ah-Leen Rayner, BCFNZ CEO. “With more than $1 million raised through this partnership since 2004, ghd’s generosity has allowed us to make a significant difference for Kiwi women affected by breast cancer. Not only have the funds contributed towards ground-breaking research and patient support, this partnership has also helped us to reach more younger women with life-saving breast health messages. Around 400 Kiwi women under the age of 45 are diagnosed with breast cancer every year, so we’re honoured to be working with ghd to spread vital messages about the importance of early detection.”
This year’s Pink Limited Edition Collection features a soft pink peach shade, and the new
limited edition products and soft touch zip bags are embossed with the campaign messaging ‘TAKE CONTROL NOW’, to remind users to self-check their breasts on a regular basis. The line-up includes the amazing ghd Unplugged styler, Platinum + styler, Gold styler, Helios dryer and Glide hot brush.

All ghd styling products and tools are available in the best salons, department stores and at their official website, so what are you waiting for?


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