Unilever
This article was originally published in The Rose Sheet
Executive Summary
Broad-based growth across product categories and regions resulted in a 6.5% increase in turnover in the personal care division to $3.47 bil. in the second quarter, representing underlying sales growth of 7.1%, Unilever announces Aug. 3. The company's U.S. personal care portfolio was "strengthened" during the period with introductions under Dove and Suave hair care ranges and the recent launch of Sunsilk hair care in North America, which was supported by a $200 mil. advertising campaign (1"The Rose Sheet" July 17, 2006, Marketing In Brief). Operating profit for the segment grew 6.6% to $568 mil...
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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...
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