16 Jul The Sunsilk Sunrise
Posted at 12:29h
in
Sunsilk lost growth momentum from 2018 onwards, hitting ever lowest in FY-2022 with consumer-franchise loss. Sunsilk transitioned from ‘catwalk’ space to ‘sidewalk’ (global strategy shift, Tresemme leading fashion/backstage platform) leading to loss of consumer love due to lost relevance and engagement. A bold decision was taken to pivot brand relaunch, from always-on core Black-Shine variant to future-core, Pink-variant. Objective was to bring higher order beauty benefits and year-round excitement with renewed sense of sisterhood. All efforts led to a phenomenal turnaround via return of consumer franchise registering double-digit volume growth.