GHD Standing out to stay ahead of the copycats
When ghd launched their revolutionary hair iron technology in 2003, they knew they needed to maximise value before imitators took hold. Our in-depth Discovery 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.
The first brand to commit to the professional salon channel and invest in advertising a salon-only product on TV
HELPED DELIVER A £160 MILLION EXIT DEAL
