Widely used and evan­ge­lized by lead­ing hair styl­ists, ghd deliv­ers the prod­ucts of choice for hair pro­fes­sion­als and for easy use at home. Over the years, the com­pany has gen­er­ated a strong fol­low­ing of loyal, and in many cases, celebrity cus­tomers. And most recently, ghd has tapped into the power of its online chan­nel to bet­ter engage hair styl­ists and con­sumers every­where, at any time.

Stu­art Spiegel, chief mar­ket­ing offi­cer of ghd, says, “We wanted to go beyond tra­di­tional eCom­merce not only to mar­ket our prod­ucts online, but also to cre­ate a place where con­sumers and styl­ists could con­gre­gate — a com­mu­nity that could both serve and ben­e­fit from searches related to hair fash­ion and trends as well as our products.”

Inte­gral to achiev­ing its goal was imple­ment­ing two appli­ca­tions selected by Tacit, ghd’s cre­ative and tech­nol­ogy part­ner. Tacit chose hybris B2C Com­merce and the Adobe Web Expe­ri­ence Man­age­ment solu­tion, includ­ing Adobe CQ Web Con­tent Man­age­ment and Dig­i­tal Asset Man­age­ment. The aim was to match the iconic brand­ing of ghd prod­ucts with a des­ti­na­tion web­site that would com­pel hair styl­ists and con­sumers to make reg­u­lar vis­its. It had to be styl­ish and deliver all the nec­es­sary func­tion­al­ity to ensure online com­mer­cial success.

Stu­art says, “With Adobe and hybris solu­tions, we are cre­at­ing rel­e­vant con­tent and devel­op­ing a site that engages pro­fes­sional styl­ists directly, enabling them to effec­tively con­vey infor­ma­tion about our prod­ucts and brand with their customers.”

In the future, ghd plans to add rich con­tent and new site func­tion­al­ity, includ­ing a salon loca­tor ser­vice to fur­ther con­nect con­sumers with the styl­ists and prod­ucts they want.

To learn more, check out ghd’s full story here.