EVOLUTION

SUNSILK
THE PRODUCT

The accent is on “It knows you,

and hence knows exactly
what your hair needs ”
 Launched in 1962 , Sunsilk is the largest beauty
shampoo brand in the country from Hindustan Lever
(HLL)

 Over the decades Sunsilk as a hair care and hair expert

brand has constantly evolved, innovated & has been
revamped keeping it contemporary with the changing
times and consumer preferences. It has become a
premium and fashionable brand in the personal
products beauty segment.

 Positioned as the 'Hair Expert', Sunsilk has identified

different hair needs and offers the consumer a
shampoo that gives her the desired results.

 Customisation has been the core of the product

strategy for Sunsilk

 Sunsilk has been at the forefront of HLL’s experiments

 COMMUNICATION
Sunsilk communication has been true to
its values. The brand demonstrates a
perceptive and sympathetic understanding
of women, how she feels when she is
faced with hair problems and how elated
she feels at the end of the conflict.
Communication is driven by insights into
the feelings surrounding those problems.
The communication idea has always been
to capture the 'emotional drama' in a girl's
life that results out of a particular hair
problem.
Core to the success of the brand has been
its ability to relate to the contemporary
Indian woman as a beauty and hair care
 BRAND VALUES
 Sunsilk as a brand recognises and respects
the fact that every woman has unique hair
needs and problems.
 Unlike other beauty brands that offer
superficial beauty, Sunsilk is a genuine
and honest brand which celebrates natural
beauty. It contains familiar and trusted
natural ingredients which women have
been using for centuries to make their hair
look more beautiful.
 While the brand is rooted in nature, it is a
young and modern brand which connects
with the woman of today and her
aspirations and dreams.
 The brand has been at the forefront in
finding unique solutions to specific hair
problems - whether it is a shampoo to add
volume to hair, or a shampoo for damaged
hair repair, a shampoo for curly, wavy hair
or a shampoo for oily hair. In the market
there is a Sunsilk variant for each of these
hair types and problems.

 The brand has constantly evolved,

innovated and changed with the times.
Sunsilk as a brand has metamorphosed
from being a plain hair beauty brand into a
customised hair care brand. Right from the
launch of different hair shampoos, to
shampoo plus conditioners to hot hair oil
treatments to hair experts, Sunsilk has
Why has HLL
continuously
experimented
with sunsilk?
TARGET
GROUP
&
BRAND
HAIR EXPERTS

VS

CELEBRITIES
 Sunsilk has been the pioneer in the field of hair care.
Perhaps the greatest innovation Sunsilk has brought to
this field is the concept of the Sunsilk Hair Expert, a
professional trained in the art of hair care and styling.

 The concept of brand ambassadors originated with

the panel of Sunsilk Hair Experts. Many leading hair
experts have endorsed the brand: Naina Balsaver in
the 1980s, Coleen Khan in the 1990s

 Jawed Habib and Samantha Kochhar are currently the

Sunsilk Hair Experts, who with their experience and
expertise have together with Sunsilk revolutionised
the very concept of hair care.

 What separates the Sunsilk panel from any other is

the fact that the panel of experts do not merely
endorse the brand they also share the Sunsilk
experience with consumers and interact with them
and help seek solutions to their problems.
 MAJOR
BARRIERS
FACED
INITIALLY
ii. The perception that shampoos contain
harsh synthetic chemicals that could
damage hair,
iii. High price and
iv. The view that the shampoo is more of a
glamour product rather than a hygiene
product.

To correct this popular

misconception became the new
mission.
Solutio
 Marketers therefore tried to add a utility
value to shampoos by offering functional
benefits. Examples representing this
attempt are
 Sunsilk Pink Shampoo (with essential oils

from flower extracts)

 Sunsilk Fruitamins (vitamins from fruit

extracts).
 Sunsilk Anti-dandruff shampoos

 Sunsilk Black Shampoo(with melanin from

plant extracts)Sunsilk Black accounts for

about 60% of HLL’s overall shampoo sales.
Sunsilk black clicked in rural markets
 PRINT

CAMPAIGNS
 Headline: In a word, Sunsilk.
Bodycopy: Each of you share a unique relationship with your hair -
and we understand that. That's why, at the Elida Hair Institute we've
developed a new range of Sunsilk Shampoos with new generation
nutrients. Extracted from nature, these nutrients deeply penetrate
each hair strand to give you strong, beautiful hair. So now you know,
no matter what kind of hair you have - there's a Sunsilk just right for
you.
Baseline: Strong, beautiful hair... wash after wash.
 2001
HAIR
COLOU
R

Headline: "Be gentle," she said, "it's my first time."

"Don't worry," he said...
..."I only trust Sunsilk Pro-Colour."
Bodycopy: "Now even if it's the first time you are colouring your hair, you
can be relaxed with Sunsilk Pro-Colour. I recommend it because it is
specially created for dark Indian hair and skin tones and contains Natural
Extracts. Choose from a palette of seven exciting shades that colour gently
and safely. So, no more second thoughts!"
J.WT created a common identity for
the brand with a baseline of “Baalon
mein dhadkan, dil mein shararat”
with “Sunsilk in your hair, mischief in
the air” playing a part of the English
print advertisements. Here the
accent is on confident feminity,
which reinforces the theme
messages of the brand. 
Also the ‘S’-shaped strap-line which
vertically flows through the extreme
right corner of the print and
television campaign for both the
shampoo and colourant
 2003 – 4 variants
Headline: Sunsilk gives me the hair I want.
Bodycopy: Shonali desires shine in her hair. Sunsilk Black
Shine Shampoo. Debali wishes for beautiful nourished hair.
Sunsilk Natural Nourishment Shampoo. Jasmine needs
strength to style her hair. Sunsilk Silky Strength Shampoo.
Fleur wants bouncy energised hair. Sunsilk Bouncy Volume
Shampoo.
Baseline: Sunsilk in my hair. Mischief in the air.
Subhead: All new SUNSILK Natural Nourishment Shampoo

Bodycopy : When I discovered the All New SUNSILK Natural

Nourishment Shampoo with natural extracts of green tea, it
was like a dream come true. Finally found a shampoo that
worked with my hair oil. It locks in the goodness of the oil in
my hair. Leaving me with the irresistibly soft hair, I've always
wanted.

Baseline: Sunsilk in my hair. Mischief in the air.

 Subhead: All new SUNSILK Silky Strength Shampoo
Bodycopy: I just love it when others admire my hair for its strength and
beauty. And hairstyle that defy imagination. All thanks to the natural
goodness of my unique shampoo with lotus flower extracts.

Baseline: Sunsilk in my hair. Mischief in the air.

Bodycopy: I chose the All New Sunsilk Bouncy Volume
Shampoo because I needed a shampoo that would
energise my limp hair. Powered with fruitamins, it fills
my hair with life and energy. Makes me feel like I can
cross an ocean in a single leap.
Baseline: Sunsilk in my hair. Mischief in the air.
 Subhead: All new SUNSILK Black Shine Shampoo
Bodycopy: I've always wanted the shine in my hair to match
the sparkle in my eyes. Now the best way to do is with the All
New SUNSILK Black Shine shampoo. Made with the natural
goodness of Sunflower extracts, it has given my hair the rich
black shine I've always wanted.
Baseline: Sunsilk in my hair. Mischief in the air.
 short black skirts.
It's a gang of way too many
shoes.
It's a gang of how sweets
and so cutes.
It's a gang of over-used
weighing scales.
It's a gang of fat-free,
sugar-free, calorie-free
desserts.
It's a gang of hearts beating
for Bon Jovi.
It's a gang of sniffles in the
middle of Casablanca.
It's a gang of long phone
calls and longer phone bills.
It's a gang of nervous
breakdowns over chipped
fingernails.
It's a gang of busy trial
rooms.
It's a gang of sighs outside
Subhead: -Bodycopy: Gang blog a diamond store.
Hair care It's a gang of purple face
packs answering the door.
Hot jobs It's a gang of giggles,
Makeover machine whispers, squeals, sobs,
shrieks and stubborn
Log on to www.sunsilkgangofgirls.com silences.
It's a gang of girls. Now also
Sponsorships
The most notable
sponsorship was
Sunsilk Femina
Miss India 2003.
Sunsilk represents
the woman of
today, one who is
erudite, spirited
and in with the
times – the very
qualities that the
pageant
represents. This
sponsorships have
not just had an
imagery rub off on
the brand they
have, in fact,
made it very
 SUNSILKS

ACHIEVEMENT
S
 FIRST BRAND IN INDIA TO
LAUNCH……..
 A high quality customized Curl Control shampoo to
impart manageability to curly, wavy, flyaway hair
problems at an affordable price.
 Sunsilk Anti-Dandruff Shampoo in 1960 with
ingredients like lemon and curd, which is the
traditional home remedy for dandruff.
 Sunsilk 2-in-1 shampoo (shampoo plus
conditioner), also the first to offer shampoo by hair
types.
 Special Fresh and Cool shampoo for sticky, lifeless
hair due to hot and humid weather & harsh
sunlight.
 A conditioner in the market - Way back in 1987 of
F In 2000, HLL had test-marketed
a hair oil extension of Sunsilk in
A markets like Delhi. The plan was
soon shelved as the company
I realised that it would be unwise
L hair oils that amounted to
to extend Sunsilk’s equity into

U brand while the objective was to

backward integration for the

R that the product was withdrawn

integrate it forward. Sources say

E mainly owing to packaging

 Sunsilk reinvented it’s shampoo range
in May 2001 and followed it up with the
brand’s extension into hair colour.

 HLL launched Sunsilk Pro-Colour in a

market worth approximately Rs 40 crore.

 Pro-Color was successful in overcoming

consumer apprehension and opening up a
huge market for hair colours in India. The
saliency of Sunsilk Pro-Colour also had a
positive rub-off on Sunsilk shampoo it put
India on the hair fashion and styling map
of the world.

 India was the only market other than

Thailand where Sunsilk is sold was a hair
 2001
 As a marketing manoeuvre, the
company offered a 300 ml bottle of
Sunsilk worth Rs 150 for Rs 105 (the
price of a 200 ml bottle) in & called a
limited offer on the largest-sized 300 ml
SKU (stock keeping unit) of Sunsilk, this
was a tactic to ensure that the
consumer was already well-stocked
with Sunsilk when P&G launched its
Pantene.

 HLL’s herculeant efforts were the

latest promotion of Sunsilk shampoo
sachets, HLL launched a mega
promotion which offers prizes ranging
from 2.5 kg of gold to gold coins to
 2
AUNCH
LAUNCH
0 OF
0
 HLL has relaunched its Sunsilk brand under
Sunsilk Natural shampoo.
 Sporting four variants such as Silky

Strength (relaunched as Sunsilk Thick &

Strong), Black Shine, Curly Control and
Anti-dandruff.
 Reinforcing the use of natural ingredients

such as curd, milk proteins, amla and

lemon in it
 Unleashing a brand new campaign the new

Sunsilk Naturals range is all about `waking

up your hair' (Jago Re Jago), In the new
Sunsilk commercial, the existing shampoos
are compared to boyfriends, in terms of
 Sunsilk Naturals has variants that are
harmonized in terms of product mix- fragrance,
colour and ingredients. The packaging is more
elegantly conceptualized and the entire look
and feel of the range lends an international
touch with softer colours bringing across the
essence of mildness and fashion to the brand at
the same market price.

 Backed by a massive media campaign,

communicating the individual benefits of the
natural variants, building on an emotional bond
with the end user.

 At the same time, Sunsilk has discarded its

 EARLIER
sunsilknaturals.com

NOW
sunsilkgangofgirls.com

Y?
 2004
For 2004, the brand has targeted eight million
consumers to whom it expects to impart a
direct brand experience through an
interactive programme. The programme,
using innovative tools and games, sampled
the consumer and communicate with her, one
on one. Sunsilk was being aggressively
promoted through Lakme Salons and other
beauty salons
In an exclusive tie-up with Shopper’s Stop,
Sunsilk salons were set up in the 4 metros for
a month. Customers were offered free hair
care and styling consultations by Sunsilk hair
experts Jawed Habib and Samantha Kochhar.
As part of their direct marketing exercise, free
Sunsilk Pro-Conditioner sachets were
distributed to customers for the first time at
 2005
 launch of Sunsilk 9
to 9 a new after
wash combing
lotion.
 Sunsilk 9 to 9 is
specially
In 2005 Sunsilk formulated to
hair care range overcome the
was one of
biggest launches problems
& is doing well in associated with
terms of both ‘flyaway hair’ and
sales and market offers a practical
CHANGE
IN
MEDIUMS
 2005

SUNSILK
VELVETY
SOFT
2
0
0 FRESH
5 AND
COOL
 2006
g
g
a o
i
n f
r
g
 Sunsilkhas launched India's first
online all-girl community called
'Sunsilk Gang Of Girls’ on 17 June
2006

 Sunsilk
Gang Of Girls is the first ever
concept of its kind. It has set global
benchmarks for online marketing.

 BrandSunsilk is creating its own

audience, interacting with them
through sunsilkgangofgirls.com.
 HOMEPAGE
FEATURES

Make-Over
Machine
Gang Blog
Gang Wars
Hot Jobs
Parade Grounds
Chill Out Zone
Future plans
 Add new features
for to the website
gang of girls  gang scopes
(horoscopes)
 new hair styles to
the makeover
machine
 a game show called
Crack the Code
 road shows
 partake in college
festivals