Company:UnileverIndonesiaTbkPT Brand value:US$363 million Year on year change: 27% Headquarter city:Jakarta Industry:Personal Care Year formed:1952
Sunsilk is a global shampoo brand but it has such a long heritage in Indonesia, and uses highly localised communications, that the brand is widely seen as popular local name. It is Unilever’s largest shampoo brand in this market, with Pantene its main competitor.
The brand 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. In the past year, Sunsilk has sponsored the TV contest Hijab Hunt, a nation-wide quest to identify a Muslim woman role model. Voting and discussion around the contest involved social media, creating huge buzz in the target market, and the campaign focused on the core Sunsilk Clean & Fresh variant. Dancer and actor Karina Salim has become the brand’s new celebrity ambassador, replacing former Indonesian Idol winner Raisa in advertising for a range of Sunsilk products. Newly released this year are Sunsilk Lively Straight shampoo and conditioner. Sunsilk’s parent company, Unilever Indonesia, is listed on the Indonesia Stock Exchange.