Sunsilk is a hair care brand, primarily aimed at women, produced by theUnilever group, which is

now considered the world's leading company and brand in hair conditioning and the second largest
in shampoo.[1] Sunsilk is Unilevers leading hair care brand, and ranks as one of the billion dollar
brands". Sunsilk shampoos, conditioners and other hair care related products are sold in 69
countries worldwide.
Contents
[hide]

1 International branding

2 History

3 Milestones

4 Media advertising

5 Celebrity associations

6 Magazine

7 Gang of Girls

8 Co-Creation collaboration

9 Availability

10 References

International branding[edit]
Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda
and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the number one
hair care brand in Pakistan, India, Brazil,Argentina, Bolivia, Bangladesh, Sri Lanka, Indonesia,
and Thailand.

History[edit]

Sedal shampoo bottle

Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countres
worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only
needed one application, and so meant washing less natural oils from the hair. Sunsilk cream
shampoo for dry hair was launched in 1956.
In 1958, a new transparent polythene tube for the liquid shampoo was introduced as an alternative
large size pack to the bottle. Sunsilk was also available in such tubes.
In 1960, Sunsilk Tonic shampoo was launched, containing skin healing ingredientAllantoin
designed to help keep the scalp free from infection.
In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because Liquid in the name,
originally used to distinguish the product from powdered shampoos had become meaningless as the
majority of shampoos were now in liquid form.
In 1962, Sunsilk was marketed as a range of shampoos for different hair types.
Sunsilk significantly improved product formula and launched new variants in 1966: the first major
shampoo to contain olive oil, which acted as conditioner to make hair soft and manageable;
shampoo for dull hair, which restored hairs natural shine; lemon shampoo for greasy hair with deep
cleansing ingredients.
Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in 1966 a
new product formula was developed which gave hold, even in damp weather whilst still caring for
hair. The hair spray contained a French perfume and could easily be removed by brushing or
shampooing it out.

In 1969, all Sunsilk shampoo was re-packaged in new PVC bottles, which were larger than
traditional glass bottles for the same price.
By the early 1970s, Sunsilk was manufactured in 27 countries, and was the closest thing to a global
hair care brand.[2]
Sunsilk conditioner was launched in 1971 with three variants for dry, normal and greasy hair. In
1973, Sunsilk launched an aerosol dispensed setting lotion. An economy size shampoo bottle was
introduced for Sunsilk in 1974.
In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every week.
In 1980, the whole Sunsilk range was re-launched, with improved formulations and packaging
design to bring the brand into the 1980s.
In 1985, Sunsilk styling mousse was launched and 2 years later a conditioning mousse followed.
In 2001, Sunsilk moved into the hair colourant market for Asian-type dark hair, offering a range of
seven permanent coloursfrom natural black to copper with purple, red and gold tints.
In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed to
meet womens hair needs and reflect the way women think about their hair. The fake institute (a
trademark by Sedal[3]) "Elida Hair Institute" developed the products in response to market research.
Each product contained a unique formulation of ingredients, combining the best from natural and
scientific worlds to help combat common hair problems.

Milestones[edit]

1954 Sunsilk first launched in the UK.

1955 First advertisement of Sunsilk appeared on TV.

1964 Launch of Sunsilk hair spray.

1968 Sunsilk shampoo re-packaged in PVC bottles.

1968 Sunsilk was launched in the Philippines by Elida.

1971 Launch of Sunsilk conditioner.

1975 Sunsilk became the biggest name in hair care.

1982 Sunsilk launches 2 in 1 shampoo with conditioner.

1990 Launch of Sunsilk's different levels of conditioning.

1992 They introduced for Sunsilk Classic and Expert Care.

2003 Sunsilk glossy magazine launched in Argentina.

2008 Social networking site Gang of Girls was introduced in India.

Media advertising[edit]
Sunsilk began its first television advertising in 1955 with a campaign that focused on specific hair
"issues". In the UK, the campaign focused on shiny hair. During the 1960s, a television commercial
of Sunsilk featured a tune composed by John Barry, The girl with the sun in her hair, which proved
so popular that it was subsequently released as a pop single.
Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new Sunsilk
Herb shampoo for problem hair called Hairy Tales. In the early 1970s, Sunsilk was advertised with
the slogan All you need is Sunsilk.

Celebrity associations[edit]
Madonna, Natalia Oreiro, Shakira, and Marilyn Monroe all featured in Sunsilk's 2008 advertising
campaign Life Cant Wait[4] which launched with a Super Bowl XLII spot. The philosophy behind the
campaign was about girls taking positive steps to gain better control of their lives Hair On = Life
On.
Actress and Model Humaima Malick is the brand ambassador for Sunsilk in Pakistan.
Actress and former Model Yureni Noshika is the brand ambassador for Sunsilk in Sri Lanka
Actress and former Miss World Priyanka Chopra is the brand ambassador for Sunsilk in India.[5]
In 2009, actress and singer Delta Goodrem was announced as the "face of Sunsilk" in Australia. The
singer and her music have since featured in several Sunsilk adverts.[6]
In 2007, British girlband Girls Aloud launched a campaign for Sunsilk after securing a sponsorship
deal worth over 1,000,000.[7] Members Nicola Roberts, Nadine Coyle, Cheryl Cole, Kimberly
Walsh and Sarah Harding all represented the brand, which included shooting a television
commercial. Sunsilk also sponsored their following tour.

Magazine[edit]
In 2003, Sunsilk (Sedal) launched the first hair only glossy magazine in Argentina aiming to
communicate to the professional hair industry. More than 800,000 copies are published each month.

The magazine focuses on hair, fashion and beauty issues as well as showcasing hairdressers work.
It is sold locally on news stands and distributed to hair salons.

Gang of Girls[edit]
In 2008, Sunsilk India launched a social networking site called Gang of Girls,[8] which offered its
users access to a variety of local and global experts to address various hair care needs through its
content, blogs and live chat room. The site includes rich content of hair care and fashion, and users
can also take part in interactive games and quizzes.In 2011, Sunsilk was listed in The Brand Trust
Report published by Trust Research Advisory.

Co-Creation collaboration[edit]
From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and
improved products. Each hair issue" variant links to an "expert with the relevant specialist hair
knowledge. For example, Dr Francesca Fusco, a New York dermatologist, co-created a hairfall
variant for the brand. The line up also includes: Jamal Hammadi for Black Shine, Rita Hazan for
Vibrant Colour, Teddy Charles for Plumped Up Volume, Thomas Taw for Damage Reconstruction,
Ouidad for Defined Curls and Yuko Yamashita - inventor of Japanese hair straightening process
'YUKO' - for Perfect Straight.