history

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”.
WEB
Creative Solution
Sunsilk collaborated with
Microsoft® Advertising to Contact Sales
create a six-week campaign
which used Windows Live™
Messenger to host an online
Print
forum chaired by
Share
professional stylist Jonas
Wramell. During the
campaign, every Friday, Email
Wramell went online to chat FacebookTwitterMySpa
with consumers and solve ceFavoritesLive
their styling dilemmas. In
addition, during the
campaign, ads were placed
on the MSN® home page to
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Campaign Results game
The Sunsilk Campaign
• Cacharel Turns to Windows Live Messenger
provided strong evidence for a Little Sprucing Up
that a brand could
• L’Oreal Successfully Builds a Stronger
effectively engaged with its
target audience and
increase traffic to its
website: Foundation Online for Vichy
• MSN increases Evian’s brand awareness
· Sunsilk ads placed on
the MSN homepage were
viewed by more than 2.5
million people.
· The forums drove
35,758 click-throughs to the
Sunsilk Web site.

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Sunsilk Life Can’t Wait

Posted on February 1, 2008 by Duncan

Sunsilk’s Life Can’t Wait campaign is being given a boost at the Super Bowl with an ad featuring the music and hair of Marilyn
Monroe, Shakira and Madonna. The ad aims to inspire women around the world to live their lives to the fullest, inviting them to the
web site, lifecantwait.com

Sunsilk Shampoo ads. The story is that the descriptions made for these girls are incomplete or
missing. But the describers could not miss a thing…. the hair that these girls are washing it with
Sunsilk Shampoo.
Can you remember the hair and forget the face?
Unforgattable hair.
Similar Posts:
Sunsilk using internet as tool
Posted by Angshu on December 29, 2009 in Marketing · 0 Comment

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Sunsilk is a popular personal care brand from the house of Unilever. It was launched in India in
1964. It is the HUL shampoo brand for the ‘Aspiring’ or mid-segment specially women. The
intended positioning of the brand over the years has changed from ‘Shampoo plus cosmetic’ to
‘Beauty Shampoo’ to ‘Hair Expert’. Find below a 1972 Sunsilk ad which focuses only on
technical and functional attributes:
But over the years there has been constant effort to add emotional appeal to the brand. Currently
following is what the HUL site says about the brand: ‘It knows you, and hence knows exactly
what your hair needs’. Based on different customer needs Sunsilk offers different variants.
Target segment for Sunsilk being aspiring young women – most Sunsilk ads show young women
getting their hair problems solved by using Sunsilk shampoo. The tagline of most Sunsilk ads:
‘Baloon Mein Dhadkan Dil Mein Shararat’. A brand extension of Sunsilk was the launch of Hair
Oil.
A innovative marketing idea for Sunsilk was the successful efforts to engage customers and
promote the brand by using viral marketing through the brand website:
www.sunsilkgangofgirls.com. Some online tools used to engage customers using its website are:
‘Sunsilk Buddy’, ‘Sunsilk Hair Profiler’ and ‘Sunsilk Style Maker’. Of late the brand is trying to
make the broader appeal of readying today’s girl for life with the tagline: ‘Life Can’t Wait’
which is also the theme of Sunsilk website shown below:

Though we focused on India in this article – Sunsilk is a leading brand of hair care across the
world. The targeting and positioning of the brand across different countries is in line with what
we have discussed above. In almost all places it primarily targets teen or middle aged women
and harps of the benefits of shiny good looking hair and emotional appeal of beauty. But
beautiful hair is not the end. So, let us end this article with an international humorous Sunsilk ad
that teaches you why you should be careful even after having beautiful hair. Enjoy…