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...