INSIGHT
Sunsilk asked us to "rebrand Sunsilk as a modern hair care brand that amplifies self-expression,
in the countries of Brazil, India, and Thailand" - targeting women aged 20-26.
We wanted to understand their experiences, so we listened. We conducted first hand interviews
with these women, compiled extensive secondary research, and uncovered a heartbreaking truth:
women aren’t achieving the sense of the empowerment they deserve.
We decided to launch a critical transformation in Sunsilk’s history that pushes past the shower room.
We decided to launch a critical transformation in Sunsilk’s history that pushes past the shower room.
By targeting these women, many of whom are young mothers, we’re empowering them to inspire their
daughters and future generations of women to be bold, fearless, and unbreakable.
Tagline: "Wear Your Crown"
EXECUTION
PACKAGING REDESIGN
Each bottle highlights unique, vibrant colors and designs inspired by each country.
The back of each bottle will contain encouraging words for a mother to read to her daughter
while washing her hair.
LOGO CHANGE
ONLINE VIDEOS
Our animations will tell of intimate, powerful conversations shared between mothers and daughters,
with social media and online video
SUNSILK CHILDREN'S BOOK
Giving young girls a tangible and lasting reminder of their limitless potential
*books will be donated to local libraries for all children to enjoy
ADDITIONAL BOOK SPREADS
CASE STUDY VIDEO
