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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“We view North America as a big opportunity to continue the Sunsilk success story. Our learnings from around the globe, coupled with our deep insight into women in the U.S., allow us to offer unique solutions to address the hair problems of American women. Sunsilk is a fresh, new way to deal with hair, and we trust American women will discover what women all over the world already know – Sunsilk is not only going to help solve their hair problems but also makes beauty as fun as shoe-shopping.”¹

- Esther Lem, Vice President, North American Hair Care, Unilever in 2006.

Introduction

In May 2008, Sunsilk Waves of Envy Gel & Cream Twist², a hair care product from Anglo-Dutch company, Unilever, received the 'Best Wave Enhancer'award in the hair care category at the Self magazine's³ 2008 healthy beauty awards presented in the US.

The winners, one for each category⁴, were chosen from over 1,000 new products tested by readers⁵. Sunsilk was a top seller in Asia, Latin America, and the Middle East and was sold in 80 countries around the globe under different names such as Elidor, Hazelin, Seda, and Sedal.⁶

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1] “Unilever's Sunsilk™ to Debut in the US,” www.unileverusa.com, July 12, 2006.
2] A hybrid of a gel and a cream, this is a hair styling product from Sunsilk used to create non-frizzy waves.
3] 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.
4] The categories were Face, Body, Make-up, Hair, Sun and Best breakthroughs. Each category was again divided into sub-categories.
5] Self's beauty team gathered about 1,072 products that companies launched in the US in 2007 and shipped them to 855 reader testers. After getting the feedback from readers, the team then ranked each product based on scent, texture, ease of use, packaging, and effectiveness. Finally, 88 best finds, one for each sub-category, were chosen.
6] In Turkey, the brand is known as Elidor. It is called Seda/Sedal in Mexico and Latin American countries and sold under the name Hazeline in Vietnam.


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