dark or pure or just plain rubbish? May 19, 2008Posted by nicholas gill in active branding, brand, brand experience, dark or pure, ghd, website.
I’m pure. Suspiciously so. Or at least so say the folks at ghd on their new dark or pure site. What sounded like an interesting ploy turned out to be a tiresome exercise that took forever to load as the site was so flash heavy although as the content didn’t actually do much I have no idea why. The “are you dark or pure” submission was salacious only in the first question which asked whether I’d ever cracked the whip. The rest of it was a bit tame. And then when you expect an instant answer (after all, digital has created real-time expectations), you have to wait 4 days to be told whether you’re dark or pure. Why? And it went to junk mail. And then a few days after that you get an exclusive preview of… the new hair tongs!
OK, I knew ghd was about hair products. And OK, I know it’s aimed at girls so the hair straighteners were never going to appeal but the site experience and the brand experience wasn’t dark or pure. Just crap. Grey text on black background? Contrast, people, contrast. Pretty much no content of any use? A real shame as they have a point of difference in their brand expression everywhere else, especially their tone. An example of how not to do this thing called digital.
The only slight bit of redemption is the dark or pure models. Look closely, they both have the flash loading icon. Why? It’s a static image! And, breathe…