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Unilever Drops ThermaSilk Products In Favor Of New Sunsilk ThermaShine

This article was originally published in The Rose Sheet

Executive Summary

Unilever is replacing its current range of ThermaSilk shampoos and conditioners in January with a new Sunsilk collection called ThermaShine, the company announces

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Marketing In Brief

Unilever: Unilever has invested $200 mil. in the North American launch of Sunsilk brand shampoo, conditioner, and 24/7 cremes, the firm says. The figure includes spending for a new multimedia advertising campaign titled "Hairapy - where hair meets therapy." The campaign, which features a trio of actors posing as the Sunsilk Hairapy Guys, builds on the idea that every woman needs a stylish gay male friend to "listen to your crazy hair and life problems and tell it to you straight (...well, sort of)." The campaign's official Web site launches July 18. Sunsilk, which hit store shelves in mid-June, offers women eight collections - Anti-Flat, Hydra TLC, De-Frizz, Anti-Poof, Straighten Up and No Major Issues - with two of the collections (Anti-Esponja and Anti-Caida) specifically designed for the Hispanic market (1"The Rose Sheet" July 3, 2006, p. 6). Sunsilk products are priced around $3.59 apiece...

NACDS Marketplace In Brief

Sunsilk bows stateside: The launch of Sunsilk in the U.S. represents Unilever's "biggest hair care launch" in the region, company reports during the National Association of Chain Drug Stores Marketplace Conference in San Diego, Calif. June 24-27. The collection, which shipped June 12 to mass retailers, is hitting store shelves now, firm noted. Already available in Asia, Europe and Latin America, range comprises 23 products, including two Hispanic-targeted lines housed in Spanish-only packaging. Items in the collection will retail in the $3.79 range, Unilever said. The company announced plans to bring Sunsilk to the U.S. in May (1"The Rose Sheet" May 8, 2006, Sales & Earnings In Brief)...

Energizer Grows Personal Care With Acquisition Of Leading Sun-Care Brands

Energizer Holdings will gain Banana Boat and Hawaiian Tropic - the No. 2- and No. 4-selling sun- care brands, respectively - through its $1.9 billion purchase of Playtex Products, the companies announce July 12



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