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Sunsilk
Product typeHair care
OwnerUnilever
CountryUnited Kingdom
Introduced1954
MarketsWorldwide (excluding Canada and the United States)
Websiteofficial website
A 1985 advertisement of Sunsilk, known as Seda in Brazil.

Sunsilk is a British hair care brand produced by the company Unilever. The brand was introduced in 1954 in the UK and available in most countries globally.

History

[edit]

Sunsilk was launched in the United Kingdom in 1954. and in Adam Schwartz & Josh Herman, Jim Fansler the same year it was available in 45 countries. 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 1954.

In 1960, Sunsilk Tonic shampoo was launched, containing the skin healing ingredient Allantoin.

In 1961, Sunsilk Liquid shampoo was re-launched as Sunsilk Beauty, because ‘Liquid’ in the name, originally was used to distinguish the product from powdered shampoos, and 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 changed their product formula and launched new variants in 1966.

Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in 1966 a new product formula was developed.

In 1969 Sunsilk shampoo was re-packaged in new PVC bottles.

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 1980, the Sunsilk range was re-launched with improved formulations and packaging design to regain its brand positioning and brand identity in the market.

In 1985, Sunsilk styling mousse was launched, followed by a conditioning mousse 2 years later.

In 1993, Sunsilk launched a new range of shampoos and conditioners. The "Elida Hair Institute" (a trademark by Seda/Sedal) developed the products in response to the market research.

In 2001, Sunsilk entered into the hair colorant market for Asian-type dark hair. It was launched in India, Pakistan, and Thailand.

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. At the same time, Sunsilk was launched in Europe, Brazil and in Asia.
  • 1971 – Launch of Sunsilk conditioner.
  • 1975 – Sunsilk became the biggest name in hair care.
  • 1982 – Sunsilk launches 2 in 1 shampoo with conditioner.
  • 1986 – Sunsilk's Campaign started with a hair expert/stylist, including Dusty Fleming.
  • 1990 – Launch of Sunsilk's different levels of conditioning in the Philippines.
  • 1992 – Sunsilk Classic and Expert Care introduced in the Philippines.
  • 1993 – Sunsilk's Campaign started with its institute Elida in Latin America, Asia, France & Australia.
  • 1996 – Seda/Sedal/Sunsilk was relaunched with a new variant, Ceramides.
  • 1998 – Frutamin was introduced.
  • 2003 – Sunsilk glossy magazine launched in Argentina.
  • 2009 – Social networking site Gang of Girls was introduced in India.
  • 2010 – Sunsilk was relaunched as Sunsilk Co-Creations.
  • 2022 – Sunsilk was relaunched again as Sunsilk Activ-Infusion.
  • Sunsilk Anti-Dandruff returned in the Philippines after 9 years of discontinuation.

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 became so popular that it was subsequently released as a pop single.

Sunsilk's 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, Krisdayanti, Maja Salvador, Natalia Oreiro, Heart Evangelista, Shakira, Marian Rivera, and Marilyn Monroe were all featured in Sunsilk's 2008 advertising campaign "Life Can’t Wait"[1] 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".

Star Magic actresses, Kathryn Bernardo, Maris Racal, Belle Mariano and Francine Diaz are the ambassador for Sunsilk in Philippines.

Girl Group, BINI are the ambassador for Sunsilk in Philippines.

Actress and Model Engfa Waraha is the brand ambassador for Sunsilk in Thailand.

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 Alia Bhatt is the brand ambassador for Sunsilk in India.[2]

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 advertisements.[3]

In 2007, British girl band Girls Aloud launched a campaign for Sunsilk after securing a sponsorship deal. 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.[citation needed]

Singers Isyana Sarasvati and Raisa Andriana were the brand ambassadors for Sunsilk in Indonesia

Gang of Girls

[edit]

In 2008, Sunsilk India launched a social networking site called Gang of Girls,[4] 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 content on hair care and fashion, and features games and quizzes.

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 "hair fall" 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.

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Sunsilk

View on Grokipedia
from Grokipedia
Sunsilk is a global hair care brand owned by Unilever, specializing in shampoos and conditioners tailored to diverse hair types, colors, lengths, and textures to promote shine, manageability, and overall hair health. Launched in the United Kingdom in 1954 as a shampoo, it quickly expanded internationally and became a leading brand in the category, available in 18 countries by 1959 and over 40 by 2005. The brand's mission centers on empowering girls and women by providing solutions that build and open up life's possibilities, while supporting broader social initiatives such as partnerships with NGOs like Girl Rising, aiming to inspire and educate 1 million girls globally. Sunsilk products are formulated to address specific needs like smoothness, volume, and protection from damage, and the brand commits to ethical practices, including no and goals such as achieving net zero by 2039. Available in over 69 countries worldwide as of 2025, including under local names like Seda in and Sedal in , Sunsilk continues to innovate with science-backed formulas to meet evolving consumer demands for inclusive and effective .

Brand Overview

Introduction and Positioning

Sunsilk is a brand owned by , launched in the in 1954, and primarily targeting women and girls through shampoos, conditioners, and styling products that emphasize hair health and confidence. The core mission of Sunsilk is to empower women by addressing key hair concerns such as shine, strength, and manageability, ultimately boosting self-expression and expanding personal possibilities. Sunsilk also commits to ethical practices, including no , and sustainability goals such as achieving zero by 2039. Positioned as an affordable and accessible global brand, Sunsilk promotes fun, vibrant for everyday use, setting itself apart from premium competitors with a youthful and empowering tone. In 2025, the brand underwent a rebrand to modernize its packaging and storytelling. As of 2025, Sunsilk is available in 69 countries worldwide, with a strong presence in emerging markets including , , and .

Ownership and Global Reach

Sunsilk was launched by in 1954 as a brand in the , marking its entry into the global market under the company's expanding personal care portfolio. By the , it had become fully integrated into 's beauty and personal care operations, evolving alongside the company's consolidation of brands like Dove and into a cohesive beauty division. Today, Sunsilk remains managed under 's global brands division, benefiting from centralized research, marketing, and strategies that support its position as a offering. Within Unilever's corporate structure, Sunsilk operates as part of the Beauty & Wellbeing business group, which encompasses , , and prestige beauty products. This segment reported underlying sales growth of 4.1% in the first quarter of 2025, driven by volume increases in hair care brands including Sunsilk, reflecting its contribution to Unilever's overall beauty performance amid competitive market dynamics. Unilever's unified legal structure, streamlined in , further enhances operational efficiency for brands like Sunsilk by eliminating dual listings and focusing resources on international expansion. As of 2025, Sunsilk's global reach extends to 69 countries, with a strong emphasis on emerging markets where demand is rapidly growing. Originating in , it has established dominance in —particularly , where it commands approximately 12-15% of the market and leads in the mass segment—along with significant presence in and . Product formulations are adapted to regional needs, such as anti-frizz variants tailored for humid climates in and , ensuring relevance across diverse consumer bases. Distribution occurs primarily through mass retail channels like supermarkets and pharmacies, supplemented by robust e-commerce partnerships that have accelerated access in urban and digital-savvy regions. Key collaborations include platforms such as Amazon and in , for premium online sales, and across , enabling models in select markets while maintaining broad availability via traditional grocery outlets. This multichannel approach supports Sunsilk's , aligning with Unilever's to leverage both physical and digital infrastructure for sustained global penetration.

Historical Development

Launch and Early Expansion

Sunsilk was launched in in the by , a key entity in what would become , as a liquid shampoo positioned as a significant advancement over traditional powder-based shampoos, offering improved cleansing while preserving the hair's natural oils for enhanced shine and manageability. The product was initially available in convenient formats, including bottles providing up to seven washes and affordable sachets, both featuring a distinctive red stylized sun design to evoke vitality and radiance. This introduction came at a time when post-World War II consumer preferences shifted toward modern, efficient personal care items, with the brand primarily targeting women seeking practical solutions for everyday hair maintenance. Early marketing efforts emphasized Sunsilk's ability to address common hair concerns, beginning with the brand's first in 1955, which highlighted issues like dullness and promoted the as a means to achieve soft, shiny, "sun-kissed" reminiscent of beach-inspired glamour. The campaign positioned Sunsilk as a contemporary essential for women navigating the era's evolving beauty standards, focusing on ease of use with a single application that required no additional rinsing steps common in older formulations. By 1959, Sunsilk had rapidly expanded to 18 countries worldwide, including the United States, Australia, and various European markets, establishing a global footprint under the standardized name Sunsilk to ensure brand consistency across regions. To adapt to diverse consumer needs, the brand introduced its first variant, a cream shampoo formulated specifically for dry hair, in 1956, followed by options addressing oily hair types toward the end of the decade. These adaptations reflected early challenges in catering to varying hair conditions in an international market, solidifying Sunsilk's role as an accessible, innovative hair care solution during its formative years through the 1970s.

Key Milestones

In the , Sunsilk underwent full integration into Unilever's global portfolio following the company's acquisition and consolidation efforts, enabling accelerated expansion into key emerging markets. The brand launched in in 1964 through , targeting the growing demand for affordable solutions, and had already established a presence in since 1968, with further penetration during this decade. By 1990, Sunsilk had become the leading brand in several markets, including parts of and , driven by localized formulations and distribution strategies. During the 1990s and 2000s, Sunsilk focused on product innovations to broaden its appeal, introducing advanced conditioner lines in the , such as variants offering different levels of conditioning for various types, which enhanced its positioning in . By 2005, the brand had expanded to over 40 countries, particularly strengthening in , , and the . In 2005, rebranded Sunsilk to emphasize the "sun" element in its name, symbolizing vibrancy, energy, and youthful hair vitality, which refreshed its visual identity and marketing approach worldwide. By 2010, Sunsilk was Unilever's leading brand globally. Unilever, bolstered by Sunsilk, was recognized as the world leader in conditioning and the second-largest in production, with strong market shares in regions like , , and . The brand's efforts earned recognition, including a Award in the region in 2015 for its effective advertising campaign, highlighting its impact on consumer engagement and sales growth. In response to growing environmental concerns, Sunsilk adopted sustainability measures aligned with 's initiatives, incorporating at least 25% post-consumer recycled plastic in its packaging starting in 2018 across select markets, including and . By 2020, committed to and achieved 100% renewable grid for all production facilities, including those manufacturing Sunsilk products, supporting the brand's shift toward lower-carbon operations.

Product Portfolio

Core Product Lines

Sunsilk's core shampoo range includes several variants tailored to specific hair needs, such as the Stunning Black Shine formula designed for dark hair to enhance shine and nourishment through ingredients like amla, pearl protein, vitamin E, and a blend of oils including argan, jojoba, camellia, almond, and olive. The Lusciously Thick & Long variant targets volume and length for fine or thinning hair, incorporating keratin, yoghurt protein, and macadamia or coconut oil to strengthen and add body from the first wash. Meanwhile, the Nourishing Soft & Smooth option addresses dry or rough hair by providing deep hydration with egg protein, almond oil, vitamin C, argan oil, and babassu oil to promote smoothness and manageability. Complementing the shampoos, Sunsilk offers matching conditioners that align with each variant to enhance conditioning effects, such as those paired with Thick & Long for added volume or Black Shine for prolonged gloss. The brand also includes treatment options like co-wash formulas and weekly hair masks, including the Intensive Treatment Mask for smoother, manageable hair or stronger, longer strands, with an emphasis on pH-balanced compositions to support scalp health and minimize irritation. Sunsilk maintains a limited styling product line focused on finishing touches, featuring serums and sprays like the Super Shine Hair Serum, which uses for 48-hour control, instant shine, and non-sticky application on dry or frizzy ; these products have been formulated to be paraben-free. Packaging for Sunsilk's core lines typically features standard plastic bottles in sizes ranging from 180 ml for travel or trial use to 650 ml for everyday value, with eco-friendly refill packs introduced to reduce , available in select variants like Smooth & Manageable and Strong & Long.

Innovations and Variants

Sunsilk has pursued formulation advancements emphasizing sustainability and natural components. In 2019, Limited introduced two new Sunsilk variants incorporating natural ingredients to strengthen the brand's position in the growing naturals segment. As part of broader commitments, Sunsilk aligns with goals to ensure 100% of ingredients are biodegradable by 2030, reflecting a shift toward eco-friendly compositions. The brand expanded its variant lineup in the 2010s and early 2020s to address specific concerns. The anti-dandruff line, including the Healthy Strong Anti-Dandruff formulated with , , and , targets health while maintaining softness. In response to demand for color-treated , Sunsilk launched the Vibrant Colour Protection , enriched with and to enhance shine and nourishment for dyed strands. Limited-edition offerings, such as the Coconut Hydration with its tropical scent, were introduced in Asian markets like the to appeal to regional preferences for moisturizing, fragrance-forward products. Unilever's efforts have centered on proprietary technologies to improve strength and . In Sunsilk's Strong and Long variant, silk-infused formulations with claim to deliver hair that is 2x stronger, reducing breakage through enhanced protection. By 2023, select Sunsilk products achieved PETA approval for status, supporting ethical advancements in without , though some organizations question full compliance due to sales in markets like where post-market testing may be required. Regional adaptations highlight Sunsilk's responsiveness to local needs up to 2023, with further expansions in 2024-2025 including the Natural Bio Active range with moringa oil and the Luminous 100 series for enhanced shine (detailed in recent developments). In the Indian market, oil-infused options like the Onion and Hairfall Shampoo were developed to combat and provide deep nourishment suited to diverse hair types. In , variants such as those with catered to humid climates, offering hydration and control for everyday use.

Marketing Strategies

Advertising Evolution

Sunsilk's advertising originated in the following its 1954 launch as a liquid shampoo, with early print advertisements highlighting its formula for achieving silky smooth . Early print advertisements in the and TV advertisements in the centered on themes of glamour and hair perfection, promoting the product's ability to deliver shine and manageability suited to everyday challenges like dull . By the , messaging evolved to address practical hair concerns, such as maintaining softness and vitality amid environmental factors, while targeting a youthful audience through expanded product lines like hairspray introduced in 1964. In the 1980s and 1990s, Sunsilk expanded into global television spots that reinforced core benefits of hair smoothness and strength, adapting visuals to local markets while maintaining a consistent brand image. The 2000s marked a digital pivot, with Unilever beginning to upload TV advertisements online in 2001 to reach broader audiences at lower costs, and incorporating online banners to engage young women through messages of personal empowerment and hair confidence. This era saw early experiments with viral content on platforms like YouTube, such as unbranded videos in 2007 that indirectly boosted brand visibility by associating Sunsilk with relatable hair stories. By the 2010s, Sunsilk's media mix shifted significantly toward digital channels, with Unilever doubling its global investments around 2010 and allocating approximately 24% of its ad budget to digital by 2016, emphasizing and for interactive reach. Advertisements increasingly featured and short-form videos to foster , with budgets balancing traditional TV (around 40%) and digital platforms (about 30%) as reported in 's marketing strategies. This evolution supported broader access in emerging markets through targeted online formats. Thematic content transitioned from purely beauty-focused ideals in earlier decades to confidence-building narratives by , as seen in campaigns exploring hair's role in self-expression and , aligning with Unilever's push to eliminate in . By the late , messages emphasized empowerment and individuality, integrating positive beauty visions that promoted diverse hair representations without normative labels, up to 2023.

Celebrity Partnerships

Sunsilk has strategically partnered with female celebrities who embody confidence, empowerment, and relatability, targeting young women aged 18-35 with significant influence, often exceeding 10 million followers. These collaborations emphasize diverse ethnicities and regional appeal, such as Bollywood stars for the Indian market to resonate with cultural nuances. Key endorsers prior to 2023 include , who served as the brand ambassador in starting in 2007, promoting themes of hair vitality and self-assurance through television advertisements. Globally, and featured in a high-profile 2008 campaign, highlighting the brand's international reach. In , singer was announced as the face of Sunsilk in 2009, aligning with the brand's focus on youthful, aspirational figures. became the Indian ambassador in 2017, leveraging her rising stardom to connect with Gen Z audiences. These partnerships have driven measurable impact, with studies showing celebrity endorsements positively influencing consumer purchase intentions for Sunsilk products by enhancing and trust. For instance, the collaborations contributed to high visibility, generating millions in media value and boosting in key regions like and . Social media campaigns tied to these endorsers achieved over 500 million in some instances, amplifying reach among target demographics. By 2020, Sunsilk evolved its approach toward micro-influencers for greater authenticity and grassroots engagement, while pushing inclusivity through partnerships with body-positive and diverse representatives, such as transgender celebrity Rock Kwanlada in the 2018-2019 "Hair Talk" campaign in , which garnered 65 million views and set record brand performance indicators. In 2024-2025, Sunsilk expanded partnerships with new ambassadors including in , the T-POP group BUS in , and the Mohan Sisters in for a world record-setting campaign.

Signature Campaigns

Gang of Girls Initiative

The Gang of Girls initiative was launched by Limited (HUL) in June 2006 as an online social networking platform designed to engage young women aged 16-25, the primary for shampoo, by fostering a around , , and personal empowerment. The platform, accessible via sunsilkgangofgirls.com, aimed to address the growing digital savviness of this demographic while differentiating from competitors in a crowded market dominated by international brands. By creating a girls-only virtual space, the initiative sought to build through interactive content that encouraged users to share experiences, seek advice, and celebrate their individuality, thereby promoting hair confidence as a key aspect of self-expression. Core elements of the campaign included user-generated forums for discussions on topics such as styling tips, relationship dilemmas, trends, and even , alongside branded features like games, blogs, and a for personalized recommendations. To extend beyond the digital realm, HUL organized offline activations in over 60 college campuses and youth-oriented malls across , hosting workshops and events where participants could form "gangs"—small user groups mirroring the online clubs—to experiment with Sunsilk products and share transformation stories. These elements were supported by a multi-channel promotional push, including television, print, outdoor advertising, and efforts, which emphasized the platform's role in empowering young women to connect authentically without male intrusion, as evidenced by a dedicated "Desperate Guys" section that humorously limited non-target access. The initiative achieved significant engagement metrics shortly after launch, registering 250,000 users within months and accumulating over 200 million site hits with 12-13 million monthly page views by late , demonstrating its resonance with the target group. This rapid growth translated into tangible benefits, including boosted Sunsilk sales through heightened brand affinity and repeat purchases among members, though exact figures were not publicly disclosed. The success prompted global expansion starting in 2007, with localized versions rolled out in markets like , , and the , adapting content to regional cultural contexts while maintaining the core focus; for instance, rural adaptations in were explored under names like "Sunsilk Saheliyan" to reach broader demographics. The initiative has continued in localized forms, such as in where #SunsilkGangOfGirls campaigns ran as late as 2024, engaging users through contests and events. Overall, the Gang of Girls set a for digital in FMCG , influencing subsequent Sunsilk strategies by prioritizing user interaction over traditional .

Co-Creation Efforts

Sunsilk's co-creation efforts center on collaborations with leading experts to innovate product formulas, a strategy that has been integral to the brand's development since the late . The "Sunsilk Co-Creations" range emerged as a flagship initiative, partnering with renowned stylists and trichologists to create targeted solutions for diverse hair types and concerns. This approach allows the brand to incorporate professional insights into accessible consumer products, bridging the gap between salon expertise and everyday . Key initiatives under this program include specialized lines developed with experts such as Ouidad for curl definition, Thomas Taw for soft and smooth textures, and Rita Hazan for color-treated hair protection. These partnerships have yielded variants like the Defined Curls and Dream Soft conditioners, each formulated with input from the experts to address specific needs like hydration, strength, and shine. By 2015, the Co-Creations line had expanded globally, with ongoing updates to formulas based on expert recommendations and consumer trends observed during that period. The process involves experts providing guidance on ingredients and application techniques, followed by rigorous testing in Unilever's labs to ensure efficacy, safety, and scalability for . Successful result in limited-edition or core product integrations, with transparency maintained through product labeling that credits the expert partners. This methodical has fostered without direct consumer submissions, focusing instead on professional validation to enhance product credibility. Annual Unilever and reports highlight how such partnerships contribute to broader R&D goals, including sustainable sourcing for formulas. The impact of these efforts has been significant in building consumer trust and driving product adoption, with the Co-Creations range helping to differentiate Sunsilk in competitive markets. For instance, the expert-backed formulas have supported a perceived increase in among users seeking salon-quality results at home, contributing to sustained sales growth in the category during 2015-2023. Examples like the community-endorsed Dream Soft conditioner demonstrate how these co-created products resonate with users, aligning with Sunsilk's emphasis on empowerment through effective . As of 2025, the Co-Creations line continues to be sold worldwide, with formulas updated for and consumer feedback.

Recent Developments

2024-2025 Relaunch

In August 2025, Sunsilk executed a global brand relaunch, introducing holographic packaging elements for a premium shelf presence, a refreshed modern logo, and vibrant, rainbow-colored designs aimed at resonating with Gen Z consumers through inclusive and bold visuals. The centerpiece of the relaunch was the "Bouncenatyam Challenge" campaign in , launched in with the Mohan Sisters, featuring the 'Nachdi Kudi' music video that set an Asian Book of Records record for incorporating 16 distinct forms into a single track, blending music, , and themes of sisterhood and . Complementing the core initiative, Sunsilk rolled out region-specific activations in late 2024 and 2025, including Malaysia's November 2024 "Strong & Long" campaign, which featured a Gen Z-focused encouraging hair growth and resilience, amassing 11.4 million views and 95 million social impressions on platforms like and . In July 2025, the brand partnered with Thai boy group BUS as presenters for the "Diamond Shine" campaign in , promoting sparkling, voluminous hair through energetic endorsements tied to music and performance culture. These efforts emphasized cultural relevance via and , contributing to heightened brand engagement; the relaunch aligned with Unilever's beauty and wellbeing division reporting 5.1% underlying sales growth in Q3 2025.

Global Market Adaptations

Sunsilk employs localization strategies to address regional needs, particularly in emerging markets. In , the brand leverages insights from local consumer preferences to offer variants focused on curly and ethnic types, ensuring formulations that enhance manageability and reduce frizz in humid climates. Similarly, in , Sunsilk introduced affordable and conditioner sachets in in 2023, tailored for local textures and economic realities to improve accessibility for low-income consumers. These adaptations draw from broader efforts to use for reaching underserved populations across the continent, though the company is piloting refill stations in 2025 to reduce plastic waste while maintaining affordability. Post-2023, Sunsilk has integrated local influencers into social media campaigns to boost engagement in diverse regions. For instance, in the Middle East, the brand collaborated with influencers like Rana Al Khodari for a 2025 Ramadan TikTok series targeting Gen Z, emphasizing relatable hair care scenarios. In Asia, Unilever's overarching strategy includes expanding influencer partnerships twentyfold by 2025, with Sunsilk benefiting from increased social media allocation to 50% of marketing spend, enhancing localized digital presence. E-commerce growth in China accelerated in 2024 amid Unilever's regional push, though Sunsilk faced market softness; the brand contributed to overall beauty segment recovery through online channels. Sustainability adaptations include water-efficient formulations aligned with Unilever's goals to protect water sources and achieve net-zero emissions by 2039, particularly in water-scarce areas. These strategies have driven market performance, with reporting 4.1% underlying sales growth in emerging markets during Q3 2025, led by volume increases in regions like and , though Sunsilk encountered challenges from market softness in and . However, challenges persist from competitors like , which dominates in through premium positioning and , pressuring Sunsilk's share in high-end segments. Unilever's BeautyHub PRO tool uses AI for haircare advice across brands like Sunsilk.

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  39. https://www.distacart.com/products/sunsilk-super-shine-hair-serum-for-dry-frizzy-hair-vitamin-e-nourishment-48-hour-frizz-free
  40. https://www.skinsafeproducts.com/sunsilk-stunning-black-shine-shampoo-80-ml
  41. https://www.amazon.com/sunsilk-Lusciously-Thick-Long-Shampoo/dp/B01MCRVBYZ
  42. https://www.accredoasia.com/sunsilk-has-recyclable-refill-pouches/
  43. https://www.hul.co.in/files/origin/e27f453483b2143a0cb04145c377817b4800f49f.pdf/JQ19%2520Results.pdf
  44. https://www.unilever.com/files/92ui5egz/production/e582e46a7f7170fd10be32cf65113b738f19f0c2.pdf
  45. https://incidecoder.com/products/sunsilk-anti-dandruff-healthy-strong-shampoo
  46. https://www.doordash.com/products/sunsilk-vibrant-colour-protection-shampoo-350-ml/urpc_d1d75f7f-c3b8-454d-9308-8031e2726185
  47. https://merkandi.com/products/unilever-121-kartons-sunsilk-coconut-hydartion-shampoo-2in1-170ml-2/460149
  48. https://www.facebook.com/SunsilkPH/videos/get-2x-stronger-and-longer-hair-with-sunsilk/601547380480817/
  49. https://www.unilever.com/news/news-search/2023/ending-animal-testing-for-cosmetics-ten-years-of-progress/
  50. https://crueltyfree.peta.org/company/sunsilk-unilever/
  51. https://www.crueltyfreekitty.com/brands/sunsilk/
  52. https://www.1mg.com/otc/sunsilk-onion-jojoba-oil-hairfall-shampoo-otc855637
  53. https://www.lazada.sg/tag/sunsilk-coconut-shampoo/
  54. https://www.theguardian.com/media/2001/mar/05/newmedia.advertising
  55. https://www.exchange4media.com/international-news/internationalunileverp-g-battle-hits-youtube-sunsilk-viral-brings-buzzbut-huge-display-ad-buy-satisfies-herbal-essences-24824.html
  56. https://www.technologyreview.com/2010/10/22/25403/when-advertising-becomes-the-show-qa-with-unilevers-rob-master/
  57. https://www.businessinsider.com/unilever-digital-advertising-budget-up-to-24-2016-1
  58. https://www.unilever.com/files/92ui5egz/production/0daddecec3fdde4d47d907689fe19e040aab9c58.pdf
  59. https://www.mmaglobal.com/case-study-hub/case_studies/view/36692
  60. https://www.theguardian.com/media/2016/jun/22/unilever-sexist-stereotypes-ads-sunsilk-dove-lynx
  61. https://www.unilever.com/news/press-and-media/press-releases/2021/unilever-says-no-to-normal-with-new-positive-beauty-vision/
  62. https://www.cliffsnotes.com/study-notes/27699210
  63. https://www.marketingweek.com/sunsilk-unveils-celebrity-campaign-at-superbowl/
  64. https://startuptalky.com/alia-bhatt-endorsed-brands/
  65. https://pdfs.semanticscholar.org/5ff1/271d80deb5ec95c6cc7d88ddecaa017e0ef1.pdf
  66. https://www.vml.com/work/hair-talk
  67. https://www.instagram.com/p/DOsYFFFCE-L/?hl=en
  68. https://adaddictglobal.com/news/Sunsilk-BUS-New-Presenter
  69. https://mediabrief.com/sunsilk-unveils-brand-refresh-with-mohan-sisters-collaboration-sets-world-record/
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  75. https://www.tiktok.com/@sunsilknepal/video/7421507207071616273
  76. https://www.instagram.com/reel/CzWAu2PP8Fz/
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  94. https://www.mbaskool.com/competitors/companies/18738-pantene.html
  95. https://www.unilever.com/news/news-search/2024/how-aipowered-ultrapersonalised-experiences-are-boosting-our-beauty-brands/
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