Bangkok--28 Mar--Aziam Burson-Marsteller
Launches SunSilk Five Senses Challenge as market proof
SunSilk, by Unilever Thai Trading Co., Ltd., announced the launch of new SunSilk Conditioner with eight varieties. It sets a new dimension for the hair conditioner market, with a new concept that truly beautiful and healthy hair can be felt with all five senses. The company also kicked off the SunSilk Five Senses Challenge consumer activation to prove the products’ superior performance on the market. SunSilk has earmarked 100 million baht for the launch, with an expectation to drive its share of the total hair conditioner market up by 3%.
Mrs Wannipa Bhakdibutra, Vice President, Personal Care, Unilever Thai Trading Ltd. said, “The new packaging and formulations of SunSilk conditioner are tailored to the refined and sophisticated needs of Thai women and are another example of SunSilk’s 30-year long legacy of truly understanding Thai women’s hair care requirements.
“A recent consumer survey shows that most Thai women want hair that is 1) healthy, 2) smooth and soft, 3) weighty, 4) shiny and 5) undamaged. We have discovered that appearances alone are not enough to assure Thai women that hair is healthy. Today’s urbane consumer seeks a higher level of beauty that can be experienced with all five senses, including touch and feel. The new SunSilk Conditioner is the perfect solution to Thai women’s demands, as it protects and nourishes hair to ensure healthy hair that can be experienced by all five senses,” added Mrs Wannipa.
New SunSilk Conditioner consists of natural extracts that nourish and strengthen hair, so that consumers can 1) see the sparkle of beautiful hair, 2) smell hair that is fragrant, 3) touch smooth and soft hair, 4) feel hair that is weightier and more beautiful and 5) hear compliments from passersby. New SunSilk Conditioner has been repackaged into a tube design that makes it easier to use and matches Thai women’s modern personalities and lifestyles.
“Consumers’ thoughts are our priority. Featured on all tubes of new SunSilk Conditioner are messages like ‘Are you only looking at your hair, not feeling it?’ and ‘Is your scalp crying?’” These messages address consumers’ worries about their hair. Custromers can choose the formula that is most appropriate to their hair,” said Mrs Wannipa. ”We expect new SunSilk Conditioner to encourage customers to use the product every time they shampoo, or about four to five times a week, from the current average usage of once or twice weekly. This new product launch will broaden SunSilk’s conditioner market penetration, with market share expected to rise by 3%.”
To promote the concept that “healthy hair can be experienced by five senses,” more than 100 million baht is earmarked for 360-degree marketing activities to support the product launch including commercials, printed media, radio channels, outdoor media, POS and a special roadshow to challenge the acuteness of consumers’ five senses. The three members of Zaza — Pim, Keaw and Namwan — will serve Five Senses Ambassadors for the SunSilk Five Senses Challenge, which seeks women with hair so beautiful it can be experienced with all five senses.
“As ambassadors for the SunSilk Five Senses Challenge, we will help prepare the girl gangs nationwide to hone their senses. Beautiful hair is a challenge and makes women feel good about themselves. We invite SunSilk fans to test their potential and experience their healthy hair with five senses,” said Zaza.
The SunSilk Five Senses Challenge will organize a roadshow to find qualified girl gangs in Bangkok, Udon Thani and Chiang Mai on April 8, 22 and 29, 2006, respectively. The SunSilk Five Senses Challenge final competition will be held on Saturday, May 6, 2006 at BEC Tero Hall at Suanlum Night Bazaar. The final competition features a jury of celebrity “sense experts” and prominent guests, who will bring excitement to both Challenge participants and the audience.
Participants in the Challenge can win a million baht worth of cash prizes. The winning Girl Gang will receive 800,000 baht in cash. Girl gangs can also win 100,000, 50,000 and 20,000 baht in cash for having the healthiest and most beautiful hair.
SunSilk fans can see the three Zaza girls’ five senses in action in the new “Girl Gang” commercial, which began airing nationwide on March 27, 2006. Customers who want to apply for the SunSilk Five Senses Challenge can call SunSilk on 1490 for more information between 8.00 and 22.00 every day.
For more information, please contact:
Patawee Chaipatana or Satida Sritunyatorn
Aziam Burson-Marsteller
Tel. 0 2252 9871
email: [email protected]
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