PMI Haircare brings ghd's Snap & Style experience to Sephora Plaza Senayan

British-born haircare brand ghd (Good Hair Day), through its Indonesian distributor PMI Haircare, is inviting consumers to do more than shop. From 15 May to 5 June, the Snap & Style activation is transforming the ghd corner at Sephora Plaza Senayan into an interactive playground for beauty enthusiasts.

Visitors are encouraged to test ghd tools directly at the Launchpad area inside Sephora, create their own hairstyles, and document the process for social media. Participants who tag @ghd_indonesia and include the hashtags #ghdIndonesia, #StyledToPerfection, and #SephoraID stand a chance to win ghd products.

The experience blends real-time styling with digital reach, tapping into the growing appetite for participatory beauty. On Fridays, visitors can enjoy complimentary hair styling sessions using ghd tools - a physical reward to complement the online validation.

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PMI Haircare, which also distributes the science-driven haircare brand K18, continues to sharpen its positioning at the intersection of technology, education, and styling culture. Its events, such as the PMI VIP Day, focus on upskilling professionals - while collaborations with retailers such as Sephora broaden its consumer base.

Recently, ghd also launched its Spring/Summer 2025 Futurescape Collection, available exclusively through Sephora Digital since 22 April. The collection pairs the brand's flagship tools - Duet Style and Chronos - in an otherworldly Transcendent Pink finish.

The theme plays with the contrast between physical touch and digital gloss. "It's not AI. It's ghd," said the brand, nodding to the current tech obsession while grounding itself in tangible results.

Ricky Mulyadi, CEO of PMI Haircare, reflected on the traction of exclusive editions and experiential touchpoints: "The enthusiasm from Indonesian consumers for limited editions like this is truly remarkable. It shows that our market highly values products with exclusivity, especially those offering innovation and premium quality like ghd."

"This limited collection features ghd's award-winning tools - Duet Style and Chronos styler, which are designed to deliver professional-level performance while ensuring the health of the hair is preserved. Inspired by the trending colours of the moment, paired with cosmic tones, these revolutionary tools give your hair a glow-up, allowing you to create limitless styling possibilities of your own," said Betty Ho, ghd's head of marketing, Asia.

Both the Duet Style and Chronos are rooted in tech-first design. The Duet Style allows users to style directly from wet hair without causing heat damage, blending hot air technology for a lasting, healthier routine. Internal tests claim the tool causes no damage after 100 cycles compared to natural air drying.

On the other hand, ghd Chronos is powered by motion-responsive tech that adapts to the user's hand movement. With a reported 85% boost in shine and 24-hour hold for most users, Chronos is aimed at both professionals and discerning home stylists.

With price points sitting at IDR 8,399,000 (US$516) for Duet Style and IDR 6,899,000 (US$424) for Chronos, these tools fall firmly into the premium category - but one that promises longevity, performance, and design.

ghd ceased its Indonesian distribution during the pandemic in 2021 but made its return to the market at the end of 2024, with an initial launch targeting elite salons. The brand became available digitally via Sephora in December last year.

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