Bangkok--14 Dec--Aziam Burson-Marsteller
SunSilk extends its empire into the premium colour care market segment, launches new SunSilk Colour Shine System to broaden customer base. Targeting trendy women.
Unilever Thai Trading Co., Ltd.’s SunSilk brand is shaking up Thailand’s hair care market with its latest innovation “SunSilk Colour Shine System” range that has been especially designed to enhance the shine in colored hair. At it’s grand opening ceremony, SunSilk has invited a leading professional hairstylist from Japan to update the up and coming hair trends. As well as, leading experts in the fashion industry who has especially create a most snazzy fashion set under the theme “Dare to Shine”. Sunsilk has put aside more than 140 million baht to support this latest innovation to put it at the leading edge of the premium product market segment in a wider target base.
Although the end of 2006 is approaching, the hair care market remains dynamic. SunSilk, the leader in the hair care market, is bringing rich vitality to the market again with the launch of it’s latest innovation. This time, it’s more than just an introduction of an innovative variant, as SunSilk is diversifying into new product rang called the “SunSilk Colour Shine System”. This new range will elevate SunSilk into the premium market while helping the brand to take advantage of the growth of hair coloring trend. Recent consumer insights highlight trends that show women with coloured hair account for more than 40% of Thailand’s female population.
According to Mrs. Wannipa Bhakdibutra, Vice President, Personal Care, Unilever Thai Trading Ltd., “We believe that the launch of the new SunSilk Colour Shine System is a major undertaking that will deliver renewed energy and excitement to the Thai hair care industry. This milestone marking SunSilk bold move into the hair care market’s premium segment will reinforce SunSilk’s identity as a dynamic and modern brand that enhances beauty for Thai women, while also serving as a major driver for continued consumer affinity with the SunSilk brand. I hope that our new colour care range of enhancers will inspire Thai women to celebrate the joys of making a glowing, confident fashion statement with beautifully coloured and enriched hair.”
“The SunSilk Colour Shine System is specially designed to add vibrancy and shine to coloured hair. Research shows that more than 40% of Thai women colour their hair. However currently there is no mass product in the market that is offering a product that cater to the need of these target group. SunSilk, as the market leader in hair care, understands the problems Thai women face with their hair and is making a strategic entry in to the hair colouring segment based upon the concept of ‘Dare to shine’ to satisfy consumers’ aspirations,” said Mrs. Porranee Ungpakorn, Marketing Development Director, Hair Care Group, Unilever Thai Trading Co., Ltd.
“The SunSilk Colour Shine System is an innovative range of distinct product enhancers that effectively repairs the damage to hair caused by the chemicals in colourant products. It includes a range of shampoos, hair conditioners and leave-ons. The special ‘unique micro active formula’ deeply cleans hair and nourishes it to add vibrancy and shine to coloured hair. The new SunSilk Colour Shine System is available in five colour palettes to best meet all consumer demands. They are: 1) Black Pearl Complex for shiny and glittering black hair; 2) Rich Passion Fruit Complex for sparkling light brown hair; 3) Almond Nutri Essence to make dark brown hair sparkle; 4) Red Cherry Complex for vibrant red hair; and 5) Honey Hydrating Complex, a limited edition for dazzling bright gold hair.
This product launch is a major milestone for SunSilk and reflects the “Dare to Shine” concept. To further add to the excitement of the launch event, five fashion and hair gurus played active roles in the festivities including: 1) Khun Roj Singhakul, designer for the Issue Boutique; 2) Khun Niracha Khumkaew, fashion stylist and independent designer; 3) Khun Kongpat Sakdapitak, independent artist; 4) Khun Sira Kulsetsiri, hair and make-up artist; and 5) ML Rajanadhorn Na Songkhla, a famous jewelry designer, were invited to add colour and fun to the event by putting together a fashion set under the theme Dare to Shine, using the inspiration from shine and vibrancy of colored hair. Mr Shizuo Takaishi, a famous hair professional and the founder and owner of the Moga international hair design institute, also joined the event to provide an update on hair trends and how women nationwide can enhance the shine and brightness of their hair.
“In addition to today’s event, that we have gathered Thailand’s fashion trendsetters and hair expert to mark the launch of these new products, SunSilk has also prepared a comprehensive range of marketing activations. Aiming to educate consumer on best ways to maintain and nourish coloured hair, it’s also involve many fun and exciting activities that is directly targeted the target group. Our goal is to ensure more customer access to the products that best suit the modern lifestyles of our target group, which is trendy women who prefer attractive hair styles and chic outfits. We have set aside more than 140 million baht to boost this campaign with communications via magazines, outdoor media and in-salon store media,” Mrs. Porranee added.
About Unilever
The 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 four categories. Home Care products - Breeze, Omo and Surf detergents, Comfort Fabric softener, Sunlight dishwashing liquid, Vim floor cleaning products. Personal Care Skin Care and Cleansing - SunSilk, Clinic Clear hair care products; Axe, Rexona deodorant, Close-Up toothpaste and Dove. - 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
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Patawee Chaipatana or Satida Sritunyatorn
Aziam Burson-Marsteller
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