Leaders in human hair extensions Great Lengths are now celebrating as they are announced as finalists in the National Business Awards 2009. Up against global brands such as Unilever and Aviva, Great Lengths shone with their successful entry for ‘Marketing Category of the Year Award’. The comprehensive application highlighted the impressive achievements of Great Lengths' marketing strategy which focused on their core values of Ethicality, Brand Superiority and Creativity. In the last 18 months the brand has gone through a major re-branding exercise along with the introduction of many new marketing initiatives, such as a new UK website with industry leading salon locator and the introduction of a diffusion brand “Tomorrow’s Look” to attract a new breed of extension clients to the market.
This has culminated in the UK business delivering phenomenal growth in 2009 bucking the trend of the recession, whilst maintaining our premium position in the market place. This clearly had a positive effect on the judge’s decision to pick Great Lengths as a finalist – a result which Great Lengths are extremely proud of!
To qualify for this stage Great Lengths demonstrated a specific marketing campaign during January 2008 to May 2009 showing their achieved commercial success. Judged by a team of business experts, Great Lengths were then scrutinised on: Innovation, Success and Ethics, the key guiding principles of the National Business Awards. Selected as a finalist, Managing Director Philip Sharp then went on to present the entry to a strict panel of business specialists to share the story of their business success.
To make a lasting impression and to stay at the front of the judges minds Great Lengths indentified their key achievements throughout their application. Important successes that were presented included:
- Significant business growth across all departments within the organisation
- In the summer of 2009 the number of new salons who have joined Great Lengths equalled that of the entire trading year of 2008
- Introduction of a strategic marketing framework that was fully aligned to our Corporate strategy and support of our salon partners.
“Our success has been achieved through a very hard working team who are passionate about our brand and the future growth of the company, backed up by a clear and focused approach to our Marketing Strategy. This has now been recognised by the National Business Awards, a prestigious award which is unquestionably an amazing moment for a business of our size.” Philip Sharp, Managing Director.
This fabulous achievement adds to Great Lengths ever growing profile and brand recognition in the UK.
Results will be announced on the 10th November at the Award Ceremony – we have our fingers crossed!
