Wannipa Bhakdibutra, VP, personal care, Unilever Thai Trading, said: "This segment of the market has great potential for growth. It grew by 10 per cent during the last quarter and now totals about 270 million baht, representing about four per cent of the total hair care market."
Market leader Sunsilk enjoys a 28 per cent market share of the total market, which is valued at 9.3 billion baht. A JWT-created integrated marketing campaign includes a 30-second TVC titled 'Ex-boyfriend', which shows a group of young men unable to guess the real age of an attractive woman due to the condition of her hair.
A print ad describing the functional benefits of the ingredients in Sunsilk Anti Aging shampoo has been placed in leading women's magazines such as Priew and Cosmopolitan, accompanied by point-of-sale promotions.