Insight that challenged perception + changed business direction.

A leading manufacturer of hair-care products, selling hair straightening irons in over 50,000 salons worldwide. ghd asked a group of our (Young) Braves to explore what female millennials value and how they engage with brands.


Our Work

A group of our internationally based (Young) Braves conducted qualitative and quantitative research. This covered overall insights of female millennials of their expectations from brands to a critique on ‘female empowerment’ marketing campaigns.

Our research was brought together in an interactive presentation for ghd’s COO, CMO, marketing and innovation teams.


The presentation shifted perceptions of millennial requirements with the organisation - enhancing innovation and marketing plans.


Reluctantly Brave had a truly innovative and fresh approach to delivering insights to our business that was both engaging and informative. Unlike most research outputs, which are debriefs after the fact, the use of the amazing (Young) Braves made the lunch & learn on millennial women feel like live immersion research. The interactive approach gave the diverse audience, from junior execs all the way up to the C-suite, the chance to really understand the consumer holistically and authentically. Much like this work, at other events I have attended run by Reluctantly Brave, they have a way of opening up the mind and provoking actionable thought that otherwise gets lost as we become busy in the hectic daily grind! It’s always a joy working with them.  
— Global Insight Director