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Indonesia 2015 | Brand Profiles | 31 | Sunsilk

Company: Unilever Indonesia Tbk PT

Brand value: US$285 million

Headquarter city: Jakarta

Industry: Personal Care

Year formed: 1952

Haircare brand urges pride in the natural look through high-profile sponsorship

Sunsilk is a global shampoo brand, but it has such a long heritage in Indonesia and such a locally relevant tone to its communications, that it is widely regarded as a favourite local brand. It is Unilever’s largest shampoo brand in this market, with Pantene its main competitor. Sunsilk seeks to inspire local women to take pride in the natural beauty of their lustrous black hair, urging them to see their hair as a sign of their Indonesian identity. The “Sunsilk Shine with Pride” campaign of 2013-14 involved significant above-the-line spending, with creative content focused on the beauty of black hair. Many of these ads were fronted by brand ambassador Raisa, a popular singer and former winner of television talent programme Indonesian Idol, which was also sponsored by Sunsilk. More recent communications have emphasised Sunsilk’s international credentials and links with global hair specialists and advisors, including the London-based hair stylist Thomas Taw. Unilever is listed on the Indonesia Stock Exchange.