EVOLUTION

SUNSILK SUNSILK THE PRODUCTTHE PRODUCT

The accent is on “It knows you, and The accent is on “It knows you, and hence knows exactly what your hence knows exactly what your hair needs ”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 with extensions, variants, pricing strategies, and large-scale advertising and promotional campaigns.

COMMUNICATIONCOMMUNICATION 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 expert.

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 forged ahead in the field of hair care.

Why has HLL continuously experimented with sunsilk?

TARGET GROUP TARGET GROUP && BRAND BRAND STRATEGYSTRATEGY

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

i.i. The perception that shampoos contain The perception that shampoos contain harsh synthetic chemicals that could harsh synthetic chemicals that could damage hair, damage hair,

ii.ii. High price and High price and iii.iii. The view that the shampoo is more of a The view that the shampoo is more of a

glamour product rather than a hygiene glamour product rather than a hygiene product. product.

To correct this popular

misconception became the new mission.

Solution

Marketers therefore tried to add a utility value Marketers therefore tried to add a utility value to shampoos by offering functional benefits. to shampoos by offering functional benefits. Examples representing this attempt areExamples representing this attempt are

Sunsilk Pink Shampoo (Sunsilk Pink Shampoo (with essential oils from with essential oils from flower extractsflower extracts) )

Sunsilk Fruitamins (Sunsilk Fruitamins (vitamins from fruit vitamins from fruit extractsextracts).).

Sunsilk Sunsilk Anti-dandruffAnti-dandruff shampoos shampoos Sunsilk Black Shampoo(Sunsilk Black Shampoo(with melanin from with melanin from

plant extractsplant extracts)Sunsilk Black accounts for about )Sunsilk Black accounts for about 60% of HLL’s overall shampoo sales. Sunsilk 60% of HLL’s overall shampoo sales. Sunsilk black clicked in rural markets because there black clicked in rural markets because there was a self imposed perception that it would was a self imposed perception that it would blacken their hair and that’s their perception of blacken their hair and that’s their perception of beautiful hairbeautiful hair

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.

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!"

2001HAIRHAIR

COLOUCOLOURR

J.WT created a common identity for the J.WT created a common identity for the

brand with a baseline of “Baalon mein brand with a baseline of “Baalon mein dhadkan, dil mein shararat” with dhadkan, dil mein shararat” with “Sunsilk in your hair, mischief in the “Sunsilk in your hair, mischief in the air” playing a part of the English print air” playing a part of the English print advertisements. Here the accent is on advertisements. Here the accent is on confident feminity, which reinforces the confident feminity, which reinforces the theme messages of the brand. theme messages of the brand. Also the ‘S’-shaped strap-line which Also the ‘S’-shaped strap-line which vertically flows through the extreme vertically flows through the extreme right corner of the print and television right corner of the print and television campaign for both the shampoo and campaign for both the shampoo and colourant advertisements is another colourant advertisements is another bond.bond.

2003 – 4 variantsHeadline: 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 ShampooBodycopy: 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 ShampooBodycopy: 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.

Headline: It's a gang of 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 a diamond store.

It's a gang of purple face packs answering the door.

It's a gang of giggles, whispers, squeals, sobs,

shrieks and stubborn silences.

It's a gang of girls. Now also online.

Subhead: -Bodycopy: Gang blogHair careHot jobsMakeover machine

Log on to www.sunsilkgangofgirls.com

Sponsorships The most notable The most notable

sponsorship was sponsorship was Sunsilk Femina Miss Sunsilk Femina Miss India 2003. Sunsilk India 2003. Sunsilk represents the represents the woman of today, woman of today, one who is erudite, one who is erudite, spirited and in with spirited and in with the times – the very the times – the very qualities that the qualities that the pageant represents. pageant represents. This sponsorships This sponsorships have not just had have not just had an imagery rub off an imagery rub off on the brand they on the brand they have, in fact, made have, in fact, made it very relevant to it very relevant to the young Indian the young Indian girl todaygirl today

ACHIEVEMENTS

SUNSILKS

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 Sunsilk Pro-Conditioner.

In 2000, HLL had test-marketed a hair oil extension of Sunsilk in markets like Delhi. The plan was soon shelved as the company realised that it would be unwise to extend Sunsilk’s equity into hair oils that amounted to backward integration for the brand while the objective was to integrate it forward. Sources say that the product was withdrawn mainly owing to packaging problems which caused leakage. Hair colour was thus born.

FFAAIILLUURREE

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 colour

22

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11

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 those who collect satchets of shampoos.

LAUNCHLAUNCH OFOF SUNSILKSUNSILK NATURALSNATURALS

2

0 03

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 both being undependable.

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 other variants such as Bouncy Volume and Clear & Soft.

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 these Sunsilk salons.

2005 launch of Sunsilk 9 to

9 a new after wash combing lotion.

Sunsilk 9 to 9 is specially formulated to overcome the problems associated with ‘flyaway hair’ and offers a practical and readymade solution for this.

In 2005 Sunsilk hair care range was one of biggest launches & is doing well in terms of both sales and market share

CHANGE IN MEDIUMS

2005

SUNSILKVELVETY SOFT

FRESH AND COOL

2005

2006g gg ga o ia o in f rn f rg lg l ss

Sunsilk has 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.

Brand Sunsilk 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

Add new features to the website

gang scopes gang scopes (horoscopes)(horoscopes)

new hair styles to the new hair styles to the makeover machine makeover machine

a game show called a game show called Crack the CodeCrack the Code

road shows road shows partake in college partake in college

festivals festivals

Future plans Future plans for for

gang of girlsgang of girls