Unilever's Sunsilk™ to debut in the US
A serious problem solving brand that doesn't take itself too seriously.
CHICAGO (July 12, 2006) – Unilever is introducing Sunsilk, one of the world's biggest hair care brands, to North America this month and plans to give the hair care aisle a serious makeover with a fresh new approach to the category. Introducing Sunsilk - a serious problem-solving hair care brand that doesn't take itself too seriously.
Sunsilk already solves hair problems in 80 countries around the globe. With sales of more than $1.2 billion a year, it is the number one brand in Asia, Latin America and the Middle East.
"We view North America as a big opportunity to continue the Sunsilk success story," said Esther Lem, Vice President, North American Hair Care for Unilever. "Our learnings from around the globe, coupled with our deep insight into women in the U.S., allow us to offer unique solutions to address the hair problems of American women. Sunsilk is a fresh, new way to deal with hair, and we trust American women will discover what women all over the world already know – Sunsilk is not only going to help solve their hair problems but also makes beauty as fun as shoe-shopping."
With Sunsilk, women choose from eight customized Collections – shampoos, conditioners and 24/7 Cremes – specially formulated to resolve common and bothersome hair problems. Two of the eight collections are specially designed for Hispanic hair. Sunsilk is the first major U.S. brand to include Hispanic-specific variants at launch. Introducing Sunsilk:
- Anti-Flat– Turns hair and state of mind from blah to OOMPH
- Hydra TLC – Creates soft, flowing hair for a look that's well put together
- De-Frizz – Tames wild frizz into well-behaved waves and curls
- Anti-Poof – Gives you back control so hair appears proportionate in size
- Straighten Up– Gets rid of the kinks for smooth, satin straight hair
- No Major Issues– Keeps hair just as you like it… fresh and clean with natural shine
- Anti-Esponja– Tames the lions mane… soft, manageable hair that doesn't expand
- Anti-Caída– Keeps hair off the floor… strong, healthy hair resistant to breakage
The line hit store shelves across the U.S. in mid-June 2006. The average retail price per unit is $3.59.
The secret weapon
To ensure maximum results, most of the Sunsilk Collections include a 24/7 Creme, which is used in combination with the shampoo and conditioner. The 24/7 Cremes are primarily for use after washing and conditioning, and before styling, to enhance the manageability of the hair.
"We've talked to more than 10,000 women across the country over a three-year period, so we understand women and their hair better than anyone. When it comes to looking good, women don't want plastic, perfect beauty," said Lem. "Above all, they don't want their hair to be a source of drama in their lives. They just want straight talk and they want to know that the stuff in the bottle works for their hair problem – and that's exactly what Sunsilk delivers."
The consumer Web site, gethairapy.com, will officially launch in mid-July.
Unilever US, Inc
800 Sylvan Avenue
+1 201 894 7760