Where are ghd headed in 2010? A make or break year for ghd straighteners?

There are birthdays that we all remember… and some that signify changes that aren’t always that welcome (tell me about it, Ed.)   For our favourite brand of hair straighteners, ghd, 2010 marks the year that they turn 10.  That means a decade has passed since the launch of the now iconic ghd straighteners.

From the brand that rocked the world of hair dressing to its core, to the established and dominant force in professional hair styling, ghd hair straighteners have quite simply been the story of the past 10 years.  However, as ghd starts to write the story of its second decade it is becoming increasingly clear that the brand stands at a major crossroads.

With a mature product and a marketplace that is now growing (at least domestically) at a far more modest rate, does ghd have what it takes to survive and indeed prosper for another 10 years?

One of the unambiguous goals of ghd has been to establish itself as a leading luxury brand. To be thought of in the same sphere as the leading fashion and perfume houses, as well as the most exclusive hair care brands.  In many ways they have suceeeded, but the key to being a super brand is the ability to evolve whilst staying true to your roots (no pun intended).

Indeed, taking the luxury brand model as a basis for predicting the future for ghd, there is no reason to suggest that they cannot suceed in achieving longevity.  Chanel No. 5 is coming up for 90 years old in 2011 and there is no questioning that it, and the perfume brand that was built largely on its back, are still exclusive and sought after today as they ever were.

However, hair straighteners are an electrical device and not the pure intellectual property that is a perfume fragrance.  Thus ghd have to keep innovating to dominate their industry they way the likes of Chanel has dominated theirs.

Last year saw the launch of one of the most interesting ghd competitors, Cloud Nine Hair Straighteners, a brand of hair straighteners created by the original manufacturers of the ghd styling iron and marketed in the UK by the very team that was behind the incredible launch of ghd ten years ago.

We’ll be looking more that the prospects of both ghd and their competitors in  a series of blog posts later this month, but in the meantime we’d love to hear from you as to whether or not you reckon that ghd can dominate the next 10 years the way they’ve dominated the last.  Add your comments below!