ghd

When ghd launched their revolutionary hair iron technology in 2003, they knew they needed to maximise value before imitators took hold. Our in-depth Brand Discovery^TM process revealed that customers ‘worshipped’ their product and ‘believed’ it was capable of ‘hair miracles’. This religious-inspired language led to a groundbreaking campaign based on ‘a new religion for hair’.

With our strategic recommendation, ghd limited distribution to high-end salons, maintaining exclusivity, protecting their premium price point and capitalising on the power of stylist to client referrals. They became the first brand to advertise a salon-only product on TV, boosting loyalty with salons, whilst driving consumer awareness and growth, helping to change the market forever.