The Salon is broadcast on both Channel 4 and E4 and is streamed on the Channel 4 web site. The sponsorship starts on September 11, when the first show of a 14-week series goes on air.
The deal includes a series of break bumpers created by Propaganda, ghd branding and information on the Salon web site, and involvement with iTV and SMS voting.
The sponsorship follows on from ghd's first foray into TV ads in July, a £2m six-week integrated campaign launching its upmarket styling range to take on Wella and L'Oreal (Marketing, July 10).
The range includes straightening and waving treatments, shampoos, conditioners, hairsprays, gels and ceramic styling irons.
"The sponsorship is an ideal partnership, as a great deal of our success is down to recommendations from stylists and salon staff across the country," said Beth Bulmer, ghd's marketing and public relations manager. "The show is a proven hit with our target audience of young women."
The company was formed in 2001 when the three founders discovered a hair straightening product in the US, which they sold to Charles Worthington's London salon.
Until the recent ad campaign, ghd products relied on personal recommendations.
The brand boasts Jennifer Aniston, Gwyneth Paltrow and Madonna as customers.
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