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Mumbai, Feb 7: Sunsilk, the haircare brand from the Unilever stable, is all set to don a new look. This will not only include a new brand position, but a complete transformation that includes communication, product and packaging that will be more in sync with today’s 20-something women. Sunsilk will now be re-positioned under the tagline ‘Life Can’t Wait’.
N Rajaram, general manager and category head, haircare, Hindustan Unilever Ltd, told FE, “Launched in 1964, Sunsilk has a huge legacy behind it. Sunsilk had a range re-launch in 2006 followed by launch of new variants in 2007 when conditioners, Livon and hair masks were introduced — transforming Sunsilk into a complete haircare brand.”
With the aid of JWT and brand consultancy JAM, Sunsilk’s visual identity will become more contemporary and the company will also introduce a new brand icon, logotype and packaging design. The new icon (Spark) expresses the urgency in today’s generation. The new Sunsilk font is simple, uncluttered, but essentially feminine with contemporary elegance.
As a part of a global exercise, the web site Sunsilkgangofgirls.com will also go through a makeover. Said Rajaram, “The web site Sunsilkgangofgirls.com will undergo the same transformation to match with the product and the communication.”
For the first time, the company has signed on ambassadors for global and local campaigns. On the international level the likes of Madonna and Shakira will be used in television commercials. In India it has roped in actor Priyanka Chopra.
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