Being around since the 1950’s sunsilk definitely know the hair care and styling industry.

Sunsilk comes in colour coded shampoos and conditioners, creams, and sprays of all kinds. The
market is targeted at women looking for a quick and easy solution to any hair problems they may
have. Sunsilk hair products have many different purposes such as:

- Repairing damaged and dry hair

- Preventing colour fade

- Making hair shiny and without any frizzes

- Keeps hair silky smooth with regular use

Sunsilk hair products have also started introducing products for men and hair styling products
such as mousse and hairspray to help both men and women with styling their hair to however
style they fancy.

No matter what type of hair you have, whether it be curly, thick, thin, soft, frizzy, long, short,
medium, dry, oily, coloured etc, sunsilk will always have the right product for you, below are
listed some of the most popular sunsilk products:

Shampoo and Conditioner Range:

- Fresh for longer

- Scalp care

- Moisture therapy

- Total care

- Silky and straight

- Super shine

- Anti flat

- Anti-friz

- Colour lock

- Detox everyday shampoo for men

Hairstyling Range:
- Finishing shine serum

- Extra strong hold lacquer

- Volume boost mousse

- Natural volume mousse

- Flexihold hairspray

- Sunsilk paste

- Sunsilk curls

With the aid of sunsilk hair products you can kiss goodbye your bad hair days and start enjoying
the great feel and look of your fresh, clean, shiny new hair.

Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which
is now considered the world's leading company in hair conditioning and the second largest in
shampoo[1]. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo-Dutch
conglomerate's “billion dollar brands". Sunsilk shampoos, conditioners and other hair care
products are sold in 69 countries worldwide.

Sunsilk is sold under a variety of different names in markets around the world including Elidor,
Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the
number one hair care brand in India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka and
Thailand.

Contents
[hide]

 1 History
 2 Milestones
 3 First advertising
 4 Celebrity associations
 5 Magazine
 6 Gang of Girls
 7 Co-Creation collaboration
 8 Availability
 9 References

[edit] History
Sedal shampoo bottle

Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countries
worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only
needed one application, and so meant washing less natural oils from the hair. Sunsilk cream
shampoo for dry hair was launched in 1956.

In 1958, a new transparent polythene tube for the liquid shampoo was introduced as an
alternative large size pack to the bottle. Sunsilk was also available in such tubes.

In 1960, Sunsilk Tonic shampoo was launched, containing skin healing ingredient Allantoin –
designed to help keep the scalp free from infection.

In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because ‘Liquid’ in the
name, originally used to distinguish the product from powdered shampoos had become
meaningless as the majority of shampoos were now in liquid form.

In 1962, Sunsilk was marketed as a range of shampoos for different hair types.
Sunsilk significantly improved product formula and launched new variants in 1966: the first
major shampoo to contain olive oil, which acted as conditioner to make hair soft and
manageable; shampoo for dull hair, which restored hair’s natural shine; lemon shampoo for
greasy hair with deep cleansing ingredients.

Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in
1966 a new product formula was developed which gave hold, even in damp weather whilst still
caring for hair. The hair spray contained a French perfume and could easily be removed by
brushing or shampooing it out.
In 1969, all Sunsilk shampoo was re-packaged in new PVC bottles, which were larger than
traditional glass bottles for the same price.

Sunsilk conditioner was launched in 1971 with three variants for dry, normal and greasy hair. In
1973, Sunsilk launched an aerosol dispensed setting lotion. An economy size shampoo bottle
was introduced for Sunsilk in 1974.

In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every
week.

In 1980, the whole Sunsilk range was re-launched, with improved formulations and packaging
design to bring the brand into the 1980s.

In 1985, Sunsilk styling mousse was launched and 2 years later a conditioning mousse followed.

In 2001, Sunsilk moved into the hair colourant market for Asian-type dark hair, offering a range
of seven permanent colours from natural black to copper with purple, red and gold tints.

In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed to
meet women’s hair needs and reflect the way women think about their hair. The fake institute (a
trademark by Sedal[2]) "Elida Hair Institute" developed the products in response to market
research. Each product contained a unique formulation of ingredients, combining the best from
natural and scientific worlds to help combat common hair problems.

[edit] Milestones
 1954 – Sunsilk first launched in the UK.
 1955 – First advertisement of Sunsilk appeared on TV.
 1964 – Launch of Sunsilk hair spray.
 1968 – Sunsilk shampoo re-packaged in PVC bottles.
 1971 – Launch of Sunsilk conditioner.
 1975 – Sunsilk became the biggest name in hair care.
 2003 – Sunsilk glossy magazine launched in Argentina.
 2008 – Social networking site Gang of Girls was introduced in India.

[edit] First advertising

Sunsilk began advertising in 1955 with a campaign that focused on specific hair "issues". In the
UK, the campaign focused on shiny hair. During the 1960s, a television commercial of Sunsilk
featured a tune composed by John Barry, “The girl with the sun in her hair”, which proved so
popular that it was subsequently released as a pop single.

Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new
Sunsilk Herb shampoo for problem hair called “Hairy Tales”. In the early 1970s, Sunsilk was
advertised with the slogan “All you need is Sunsilk”.
[edit] Celebrity associations
Madonna, Shakira, Marilyn Monroe, and Marian Rivera all featured in Sunsilk's 2008
advertising campaign “Life Can’t Wait”[3] which launched with a Super Bowl XLII spot. The
philosophy behind the campaign was about girls taking positive steps to gain better control of
their lives “Hair On = Life On”.

Actress and former Miss World Priyanka Chopra is the brand ambassador for Sunsilk in India. [4]

In 2009, singer Delta Goodrem was announced as the "face of Sunsilk" in Australia. The singer
and her music have since featured in several Sunsilk adverts.[5]

In 2007, British girlband Girls Aloud launched a campaign for Sunsilk after securing a
sponsorship deal worth over £1,000,000.[6] Members Nicola Roberts, Nadine Coyle, Cheryl Cole,
Kimberly Walsh and Sarah Harding all represented the brand, which included shooting a
television commercial. Sunsilk also sponsored their following tour.

[edit] Magazine
In 2003, Sunsilk (Seda) launched the first hair only glossy magazine in Argentina aiming to
communicate to the professional hair industry. More than 800,000 copies are published each
month. The magazine focuses on hair, fashion and beauty issues as well as showcasing
hairdressers’ work. It is sold locally on news stands and distributed to hair salons.

[edit] Gang of Girls

In 2008, Sunsilk India launched a social networking site called Gang of Girls [7], which offered
its users access to a variety of local and global experts to address various hair care needs through
its content, blogs and live chat room. The site includes rich content of hair care and fashion, and
users can also take part in interactive games and [Link] 2011, Sunsilk was listed in The
Brand Trust Report published by Trust Research Advisory.

[edit] Co-Creation collaboration

From 2009 Sunsilk started working with a number of professional hair "experts" to develop new
and improved products. Each hair “issue" variant links to an "expert” with the relevant specialist
hair knowledge. For example, Dr Francesca Fusco, a New York dermatologist, co-created a
“hairfall” variant for the brand. The line up also includes: Jamal Hammadi for Black Shine, Rita
Hazan for Vibrant Colour, Teddy Charles for Plumped Up Volume, Thomas Taw for Damage
Reconstruction, Ouidad for Defined Curls and Yuko Yamashita - inventor of Japanese hair
straightening process 'YUKO' - for Perfect Straight.
[edit] Availability
Sunsilk is available in over 60 countries worldwide. However Sunsilk products seem to be no
longer available in the United States. The Sunsilk website has a list of countries where their
products are sold, the USA is not one of them.
These ads seem to be appearing all the time, which is really good for the company, as they
are easily attracting the customers in every possible manner.
Giving out free Samples:

When the new Sunsilk Black was introduced, what the company did was, to create awareness amongst the

youth they went to schools and colleges and distributed free samples of the products and gave out little

brochures which told the qualities that the product had and the proper method of getting a black and shiny hair

look.

Advertising Alliance:

AOL Time Warner and Unilever announced their multi- million dollar advertising alliance. AOL Time

Warner, the world's largest advertiser, announced a multi-million dollar

enhanced cross-platform advertising and marketing partnership

under which AOL Time Warner will bring Unilever's wide array
of leading consumer product brands to millions of consumers through innovative marketing
campaigns across AOL Time Warner's broad range of online, on-air and print media in 2002.
Recommendation
[Link] Sunsilk is a global company and each country has own culture, so Sunsilk should

drive according to local preferences and needs because it is really necessary in today economic crisis to capture

huge market share. Sunsilk can arise and ensure social responsibility in the society, so they would establish

themselves in customer mind and customer would be loyal about Sunsilk. To ensure social responsibility and

highlighting benefits they provide Sunsilk can raise their revenue. Sunsilk must focus on social responsibility,

to maintain image among customers, mainly advertisement covers huge expenses of Sunsilk, but we

recommend them to cut their advertisement expenditures, in the economic crisis and should more focus on

social responsibility. To ensure social responsibility and highlighting benefits they provide Sunsilk can raise

their revenue.

Figure: Sales revenue and social responsibility

[Link] are familiar with Sunsilk, however they are not interested in whether it is a unilever

product or not. Through extensive marketing methods unilever should make people aware of the fact that it is a Unilever

Product and not just any product so that the brand loyalty increases and people purchase its product due to its brand name

and not just the product name.

Conclusion
Sunsilk has huge potential of rural market 72% of total population but not yet develop a successful strategy to

penetrate this market. The success of Sunsilk emulated which captured the rural market by two strategies-

Develop strong distribution structure and Adopting packaging and pricing. Sunsilk increase buying of raw

material so that it does not have to suffer devolution and continuously increase in tariff rates. They introduced

a smaller 100mi pack of Sunsilk in order to capture lower income segment. Sunsilk enter into web marketing.

They should increase frequencies of advertising by electronic and print media. They should introduce 2 in 1

shampoo plus conditioner which demand huge potential market.

Finally, taking every thing in account we can say that if Sunsilk emphasize more on social responsibility and

create more attractive marketing programs, they can grab huge number of customers.

Sunsilk Wiki Edit

Ok, so instead of editing one of my original wikipedia article choices, I decided to switch over to the
article about Sunsilk haircare prodcuts (I hope this is ok!). The reason why I chose this topic was becasue
I had to give a speech on Sunsilk in one of my other marketing classes: BUAD471 Advertising
Management. Although the purpose of the presentation was to discuss the marketing strategies of your
choice product, mine of course being Sunsilk, and to go into depth on the formation of, the values, and
the vision of the company and how their advertisements relate. I realize that wikipedia is not always the
best source of information for research because anyone can add any information they want, like this
class for example. However, for many students, myself included, wikipedia provides a great starting
point for more research and can provide great background information on whatever you are searching.
Therefor, I can say that when it came time to put my presentation together the first place I looked was
wikipedia, and to my surprise, the article was completely lacking. Overall, the article had roungly three
sentences and none of them were very good.

My plan for this article is to first add some background information about the sunsilk company and
products, then to discuss their previous campaigns run in the past and then to go into depth on their
new and current campaigns designed to revamp the company image. Therefor, following this rough
outline, my first Sunsilk Wikipedia edit was focused on providing a little background information.
Although my contribution is small, it already more than doubled the size of the article! Here is waht I
added:

"It was launched in 1954 in the United Kingdom and by 1959 it was available in 18 different countries
world-wide. Currently, Sunsilk products are being marketed in over 50 countries throughout Asia, Latin
America, The Middle East and North Africa. The Sunsilk brand is intended to demonstrate a perceptive
and sympathetic understanding of women, communicate the idea of capturing the “emotional drama”
in a girl’s life, and to provide a source of expert beauty care for women."
In addition to this I also added a link to their new webpage for their new campaigns in case someone is
to come to the article in search of more information.

The choice to edit this article was an easy one as I already have a collection of information and research
done on the topic neatly organized in a powerpoint file on my computer. Over the course of editing this
article I will slowly add the information I have that I feel is important for readers coming to the Sunsilk
wikipedia article. Even if my edits are not the best they are certainly a hell of a lot better than what was
there to start with!