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sunsilk on the move

Sunsilk is one of the many brands of shampoo in the Philippines that became popular and in-demand for its soothing aroma that also offers a way to get straighter and shinier hair. First launched in the UK by Unilever group in 1954, people quickly begun to notice its unique blend compared to other brands of shampoos. By 1959, Sunsilk was already available in eighteen different countries worldwide. Currently, Sunsilk products are available in over 50 countries throughout the Middle East, North Africa, Latin America, and in the Philippines. So what made sunsilk philippines so popular? Among all others, Sunsilk gained its popularity because of its marketing campaigns.

In the early years, Sunsilk focused much of its marketing attention on gaining international presence. To do this, they targeted different market segments or countries with specialized products designed to address hair “issues” of each culture. For example in the UK, the core benefit in the 1960s was shiny hair. High interest internationally led to a dramatic decline in support in the United States and UK. Because of this, many years went by with little or no advertising which caused the brand to be viewed as targeted at older women. Although this was not Sunsilk’s intention the outcome was inevitable.

A new campaign was launched to recruit younger users. To do this, products also needed rejuvenating. Sunsilk decided that in addition to segmenting markets country by country, they should also segment by hair type within each market. The new products focused on hair color, texture, feeling, dryness, etc. The updated Sunsilk campaign, “Get Hairapy”, followed the same strategy, marking a bold move towards users in their 20s and upwards said to be in their “quarter-life crisis”. The target audience was also defined as single, fashion-conscious, working women who economized when looking good: women “on-the-go”.

The new product lines, which feature product threesomes include: Anti-Flat, Anti-Poof, Hydra TLC, Straighten-Up, De-Frizz, No Major Issues, ThermaShine, Beyond Brunette Color Boost (Auburn tones and non-highlighted brunette colorers) and Blonde Bombshell (all over blondes and highlighters).

Sunsilk latest campaign, Life Can Wait, aims to inspire women all over the globe to live their lives to the fullest. To launch Sunsilk campaign the brand unveiled their Life Can’t Wait advertisement during the Super Bowl XLII on February 3 2008. The founding idea behind the campaign is that hair can dramatically alter a girl mood and actions. The philosophy behind it is that by taking appearance into their own hands, girls are equally taking positive steps towards being more in control of their life: “Hair On=Life On”.

Life Can’t Wait campaign clearly gave a boost in the demand for sunsilk philippines by Filipinos all over the world. Today, sunsilk philippines is considered as one of the most popularly in-demand throughout the Philippines, recognized not only for women use, but also for the men.
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