Home' INSTYLE Magazine : INSTYLE MAYJUN 2016 Contents E
mma Kenelm is the Global
Chief Marketing Officer at
ghd – based in the UK Emma’s
dynamic experience in beauty
and skincare welcomes a fresh
approach for the way women engage with
an iconic electrical brand like ghd.
INSTYLE caught up for an exclusive
interview with the lipstick behind the
values and what we could call the ‘brand
stick’ that is the relationship consumers
have with life-changing electricals.
“We’ve seen a real seismic shift with
how we communicate in a landscape
that is increasingly fragmented and
where attention spans are decreasing,”
“In a digital world for example, what
was 12 minutes is now 8 minutes so
everything we do is about being more
effective in less time,” she said.
With the advent of online influencers
and access to information and social
media such a big part of our everyday
lives, Emma affirms the consumer is in
control, “They are smarter and more fluid.
It’s that whole global verse local idea –
everything you do at a local level must
contribute globally,” Emma said.
There are more than 25 people based
at the London headquarters alone in the
ghd communications team including an
innovation team, a marketing insights team,
digital e-commerce and digital marketing
and dedicated local marketing teams for
different regions in the UK – a huge feat for
a market that has also in some way been
propelled by the incredible traction in the
Australian salon market.
“As a brand we operate on a global level
in terms of trends and looking at consumer
behavior and there are a lot of similarities
between Australia and the UK – the former
ghd’s second biggest market outside of the
UK – Australia has always enjoyed a quick
consumer response to the brand.
ghd boasts a host of new technology and
‘fi rsts’ with every new product released and
so in terms of innovation their standpoint
has always been to be one step ahead of the
competition in terms of innovation.
“In some ways this is something we
have been shy about in the past but is now
something we are increasingly looking to
leverage,” Emma said.
Late last year, ghd took their entire
team of scientists to Salon International
a true team of experts in hair and heat,
it was also an important way for them to
see how their approach to the physics of
hair is relevant to stylists and consumers,
“These are all ways we help to motivate
our credibility with both stylists and
consumers in keeping with our salon
heritage,” Em ma said.
“ghd has managed to successfully merge
both the professional side and the consu mer
and understanding these two markets is
as much about emotion on the salon front
as it is about delivering the end looks to
consumers where and how they want
them,” Emma said.
“Hair is a huge part of a woman’s beauty
routine and everything about their look
Creating a global electrical brand is just one part of the story for ghd, as innovation and partnerships
continue to be at the forefront, so too is their monitoring of macro trends to ensure every country and
partnership from professional to consumer is receiving the ultimate experience, writes Cameron Pine.
and self-esteem is built around the hair.
Yes, we are in electrical appliances but we
are delivering a key part of every woman’s
beauty routine,” she said.
Another point of significance for ghd
has been and will continue to be the
design. “How a product looks and feels
and our strength in this area is critical to
the success of ghd – we have to provide a
transformative experience when someone
uses our products,” Emma said.
And this also boils down to where
consumers will continue to find and
engage with ghd. Citing that as a brand
‘they have to be where the consumer
shops’ ghd will continue to utilize strong
trade supportive strategies mixed with
digital consumer awareness to educate
consumers and reach readers, shoppers,
travelers and tourists – wherever they
may be to purchase and re-purchase.
It’s more than a decade since the brand
really shook up the market and it’s a juggle
to convert an existing user into a repeat
consumer - one that ghd continues to do
with divine aplomb.
A promise Emma continues to make to
salons is that the brand is now a mature
one and as such each decision made there
has a strong dose of experience behind it.
From seasonal collections to pink for breast
cancer, limited edition Christmas and
more – ghd promises more activity globally,
especially across digital to engage the
consumer and drive ghd sales, and that’s a
good thing for everyone on board the ghd
train, isn’t it?
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