A brief look at why the GHD brand has become so popular not only with clients but also hairdressers. What is it that has made GHD come to dominate the Hair Straightener market.
GHD originally took the hairdressing industry by storm shortly after the start of the new millennium; the GHD styler was an overnight success with both hairdressers and salon clients. The reason for this was simple, the GHD styler was far too superior to any other styling tool on the market and female clients and hairdressers were amazed the results they could achieve. Significantly speeding up the time it took to get a clients hair perfectly straight, and just straight, straighter that they could ever get the hair just by blow drying or using an alternative hair straightener.
GHD took a unique approach to building there image by solely associating themselves with hair salon’s and hairdresser, positioning itself as a professional styling tool, used by professional hairdressers. Through this salon only approach GHD and hairdressers have built up a two way loyalty programme. Any hairdressing salon or hairdresser worth its salt would not be seen dead using anything but a GHD styler on there clients. So much so that hairdressers seem to have an almost snobbish attitude to other hair stylers.
Have you noticed that I keep referring to them as Ghd stylers? That is because ghds are no longer about just getting your hair straight, hence ghds significant effort in re-branding this tool as styler, rather than a “Hair Straightener”. The Ghd styler has boundless versatility, which has empowered hairdresser all over the world. Giving them the ability to really express and show off there creative talents to there clients. With a little bit of practice and imagination, hair stylist can add volume, texture, definition, curls and waves to dramatically crate a whole need look for there client using the GHD styler. GHDs are a significant progression from the traditional hair straighteners or stylers that people may have seen in there local hair salon in the 1990’s, which more resembles medieval torture devices.
GHD not only deliver the results hairdresser want for there clients, but the whole brand image of GHD fits in perfectly with a fashion orientated industry such as hairdressing, the brand itself was recently listed in a book of the world coolest 100 brands. Not bad for a product which is only seven year old. The GHD stylers is a woman must have, no1 styling accessory, the only gift she wants for her birthday, for Christmas. You should see the look on the lady’s faces in our salon when there boyfriend/husband or father dares to suggest that she buy’s a regular brand of hair straighteners for half the price. Sure enough, the red mist descends and they soon step back into line.
GHD development of there brand is a true blueprint for any new product looking to force its way into the market, looking to grab the attention of the public, to create a buzz, to become a iconic brand. GHD have shown unwavering support to roots – the professional hairdresser. When other companies would have given in to temptation and sold out for a quick buck to the large national and multinational retail store, Ghd has stood fast. They appreciate the important role the professional hairdresser has played in making there brand become the powerhouse it has and driving into further forward.
Even now that the brand has become established, the partnership shows no sign of slowing down, if anything this love affair is becoming even stronger. This is due to the massive investment that Ghd are making in hairdressers development and education. Ghd have set up an exclusive Ghd expert our in the U.K. where some of the countries very best hairdressers share there creative ideas, product knowledge and Ghd styling techniques with Ghd salon hairdressers. They host fun, inspiring, hands on lifestyle seminars to help hairdresser better understand the needs of there clients and have open eight regional Ghd Academies offering educational courses in classic cutting, Avant Garde styling, catwalk styling, portfolio building and running your photo shoot.
On top of all this they have also introduces there own yearly awards night, this years awards were held at the swanky café Royal in London. It featured eight categories, rewarding excellence and creativity in categories including creative styling, innovation, catwalk styling, retail and marketing. I was lucky enough to be nominated for one of these awards for a second year in a row. Unfortunately, I didn’t win this year either – daylight robbery if you ask me…ha-ha…but I’m not bitter, as the whole event was great fun and real true motivator to try even harder next year – I will be back next year. Fingers crossed.
The day included a champagne reception, followed by a 3 course meal, the awards presentation and them a glitzy after show party, which included an exclusive look at the “GHD Directive” art team’s new collection “Heavenly Creature”. We were also treated to sneak peak of the two new Limited Edition GHD IV Stylers, called Dark or Pure. One of them is completely black including the plates, with a glossy finish - the Dark. While the Pure are a shiny white. Beside the fact there is nothing on the market that gets close, with special treats like these it is hard to see hairdresser’s love affair with Ghd ever ending.
