Bangkok--Jan 18--Aziam Burson-Marsteller
SunSilk pioneers the anti-aging hair care segment Product innovation designed to fulfill confidence in women aged 30+
Unilever Thai Trading Co., Ltd., the dominant leader in the hair care market, today announced the launch of SunSilk Aging Care, the first and sole innovative anti-hair aging product in Thailand. Designed to tackle hair-aging problems, the latest product is an ideal solution for women who are looking for healthy hair treatments as they pass the age of 30. This new product introduction is expected to create a market phenomenon by fulfilling the confidence of 30+ women and boost SunSilk’s total market share by 5%.
SunSilk, as the product of choice among Thai women and the constant leader in the hair care market, is always committed to developing products that better suit ever-changing demands. SunSilk has kicked off 2005 by creating excitement in the market with the launch of SunSilk Aging Care, hair rejuvenating formula.
“Our recent nationwide in-depth surveys into Thai consumers’ hair-focused demands indicated that, despite the availability of many hair care products, a product that can revive aging hair was never before available for consumers aged 30+, of which the total population amounted to 33 million people,” said Khun Wannipa Bhakdibutra, Managing Director — Personal Care Business Unit, Unilever Thai Trading Ltd.
“This has led to the development of a formula that rejuvenates the hair to enhance the confidence in hair beauty among women who are 30+ years of age.”
The findings show that the capability for hair to revive naturally varies in different ages. When hair is aging, its ability to naturally spring back to normality lessens. There are four signs of hair aging for women who are in their 30s;
1. Hair cortex is thin, flat and fluffy, making it difficult to style
2. Hair is finer and fewer with more falls because of its unhealthiness
3. Hair is dry, damaged, dull or sometimes easily split
4. Hair is not shiny and is less colorful, without gloss
SunSilk Aging Care formula has been developed and consistently passed through tests over the past two years to ensure that it fits the hair demands of 30+ women. The product is an ideal combination of eight cereal extracts including oat straw, rice bran, wheat bran, linseed oil, corn oil, rice germ oil, sesame oil and wheat germ oil. These nutrients are enriched with protein, vitamins and minerals and are essential to nourish aging hair while promoting hair growth and reducing hair loss and split-ends. Hair will be thicker, glossier, stronger and healthier.
“The launch of SunSilk Aging Care marks a significant milestone for SunSilk as the first and sole hair care product in Thailand that offers anti-aging benefits to hair. This underscores our market leadership as well as helps prove consistent SunSilk market acceptance over decades,” added Wannipa. “We believe that the innovative SunSilk Aging Care product will gain an overwhelming response from Thai women aged over 30 while promoting the effort to take good care of hair before aging hair comes into effect”.
SunSilk sees the debut of this new market segment as a stimulant that makes the hair care market in 2005 more colorful and vivid among the current intense competition. This will boost up the overall market value while strengthening SunSilk’s leadership in the Thai shampoo and hair conditioner segment.
Piyanut Panpiemras, SunSilk Product Group Manager for Unilever Thai Trading said: “While women in their 30s are somewhat stable in several aspects in their life chapters including family, career and social status, they still look for ways to help boost their self-confidence such as with anti-aging products. We believe that anti-aging hair products also reflect an unmet market need. SunSilk Aging Care is a solution that not only achieves hair nourishment, but also helps enhance 30+ women’s confidence in perfect hair beauty.”
SunSilk has spent over 200 million Baht in its integrated marketing campaign to back up this launch, of which activities comprise television commercials, outdoor media and in-store promotions. The campaign aims to educate consumers about the cycle of hair age while stimulating awareness on hair care that can protect against hair aging.
During the market introduction, SunSilk has prepared two TV commercials. The first commercial, entitled “Happy Birthday”, has been airing nationwide since January 17, 2005 while the second commercial, “Fit”, is scheduled to be aired soon.
SunSilk Aging Care is available on shelf nationwide in various sizes including 400 ml (96 Baht), 200ml (52 Baht) and 100 ml (20 Baht). Best recommended with SunSilk Extra Care Daily Treatment available in sizes 380 ml (96 Baht), 180 ml (52 Baht) and 80 ml (20 Baht).
About Unilever
Unilever Thai Group of Companies is a fast-moving consumer goods company with a strong presence in Thailand for more than 70 years. Unilever offers Thai consumers a wide range of leading brands in five categories. Personal Care - SunSilk, Clinic Clear hair care products; Axe, Rexona deodorant, Close-Up toothpaste and Dove. Home Care products - Breeze, Omo and Surf detergents, Comfort Fabric softener, Sunlight dishwashing liquid, Vim floor cleaning products. Skin Care and Cleansing - Pond’s, Vaseline, Citra skin care products and Lux. Ice Refreshment and Foods include Wall’s Ice Cream, Knorr, Lipton and Bestfoods, and Unilever Network.
For more information, please contact:
Patawee Chaipatana or Satida Sritunyatorn
Aziam Burson-Marsteller
Tel. 0-2252-9871
Email: [email protected] End.