Re-Branding Sunsilk Back Into the UK Hair Market Essay

Originally launched in the Netherlands in 1956, Sunsilk provides haircare solutions in 80 countries around the globe. No matter the hair type or problem, we have the products and the know how to make your hair feel and look beautiful. Our passion in life is to help women celebrate looking beautiful everyday, anywhere. Bad hair days are history Take on life with confidence and consign bad hair days to the bin with Sunsilk. Our range of products incorporates various natural ingredients and extracts with their own specific properties; chamomile for cleansing without limpness, ginseng extract for strength and more for any and all requirements. Get great advice and tips on hair care from us too. Key facts * Number 1 in Asia, Latin America and the Middle East * Sales of more than â‚ ¬1 billion a year * Sells in 80 countries * Also sold as Elidor, Hazeline, Seda and Sedal * Recent awards: Holds the Guinness world record for the most heads of hair washed and styled in one day 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 â€Å"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. * 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. First advertising Sunsilk began advertising in 1955 with a campaign that focused on specific hair â€Å"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, â€Å"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 â€Å"Hairy Tales†. In the early 1970s, Sunsilk was advertised with the slogan â€Å"All you need is Sunsilk†. Celebrity associations Madonna, Shakira, Marilyn Monroe, and Marian Rivera all featured in Sunsilk’s 2008 advertising campaign â€Å"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 â€Å"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 â€Å"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. Magazine In 2003, Sunsilk (Sedal) 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. 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 quizzes.In 2011, Sunsilk was listed in The Brand Trust Report published by Trust Research Advisory. Co-Creation collaboration From 2009 Sunsilk started working with a number of professional hair â€Å"experts† to develop new and improved products. Each hair â€Å"issue† variant links to an â€Å"expert† with the relevant specialist hair knowledge. For example, Dr Francesca Fusco, a New York dermatologist, co-created a â€Å"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. 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.