Marketing Sunsilk: How Unilever Launched its Global Hair Care Brand in the US

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Case Details:

Case Code : MKTG204
Case Length : 17 Pages
Period : 2006-2008
Pub Date : 2009
Teaching Note :Not Available
Organization : Unilever
Industry : Consumer Packaged Goods
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

Sunsilk debuted in the US market in 2006. The product line was targeted at young women and offered eight different collections including shampoo, conditioner, and creams for different hair types.

In the US, Unilever's goal was to position Sunsilk as a brand that understood the problems faced by women and their needs and preferences.

To promote the brand in the US, Unilever spent about US$ 200 million in 2006.⁷,⁸ The brand was advertised through different media including television, print, and online.

Innovative campaigns such as 'Hairapy'and 'Life Can't Wait'were launched to attract women to the brand.

Sunsilk also sponsored short films that were broadcast during popular television shows. Some of these films were made exclusively for retailers like Wal-Mart and were telecast in-store.

The launch of Sunsilk in the US was a major test for Unilever, as the market was already flooded with numerous hair care brands such as Procter & Gamble's⁹ (P&G) Pantene and Shockwaves and Alberto Culver's V05 Styling range.

Initially, Sunsilk registered satisfactory sales in US due to the innovative marketing campaigns carried out by Unilever...

Excerpts >>

7] “Unilever's Sunsilk™ to Debut in the US,” www.unileverusa.com, July 12, 2006.
8] A hybrid of a gel and a cream, this is a hair styling product from Sunsilk used to create non-frizzy waves.
9] Self is a US-based monthly magazine for women specializing in fitness, nutrition, and health, and beauty advice. It is published by Condé Nast Publications.


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