Hindustan Lever has discontinued production of two of its variants under the Sunsilk shampoo range _ Bouncy Volume and Ceramide Plus.
HLL will now focus on the four core variants — Black Shine, Silky Strength, Natural Nourishment and Anti-Dandruff shampoo.
According to the company sources the market is not ready to absorb these value-added variants. They had to be discontinued as they did not fetch the volumes we were expecting.
The company plans to relaunch the existing product line with a new formulation and positioning which will be supported by a new advertising campaign to be launched this November.
Although hair experts Samantha Kochhar and Jawed Habib will continue to endorse the brand, the campaign will have a new story line. Advertising agency J Walter Thompson is creating the new campaign for Sunsilk.
Sunsilk, which has of late been associating itself with beauty and fashion related events like the Lakme India Fashion Week, has for the first time become the title sponsor for the Bridal Asia show.
According to the company, Sunsilk claims 19 per cent share of the Rs 800 crore branded shampoo market in India. The category is growing at 10 per cent annually. HLL is eyeing 30 per cent growth for its Rs 150 crore Sunsilk brand this year.