Unilever extends with Thick & Strong variant

The move comes as Clinic Clear's packaging is also being updated to give it "a more modern look and feel". Thick & Strong, which reduces falling hair in five weeks, will be rolled out to the rest of Southeast Asia, with Indonesia and Vietnam next in line, according to a spokesman. The shampoo is being pitched as one providing "total head care", positioned between the anti-dandruff/ medicated shampoo segment, and beauty shampoos, she said. In Thailand, the anti-dandruff segment comprises 30 per cent of the 6.5 billion baht (US$160 million) market; the beauty segment 65 per cent; and baby shampoos, the remaining five per cent. With the shampoo market fully penetrated, the brand hopes to convert existing "beauty" shampoo users who consider anti-dandruff products too harsh, the spokesman said. A recent Clinic Clear study found that while 54 per cent of Thais had dandruff, only 40 per cent of them used anti-dandruff shampoos. And those who did, did so irregularly, hence the new tack for the brand that controls a 50 per cent share of the segment. Thick & Strong follows the launch of Clinic Clear Vita ACE in August, a variant that clears dandruff while nourishing the scalp. The latest launch is the first to take the brand completely out of the anti-dandruff mold. More 'total head care' variants are expected to hit the market in quick succession. The company points out that its "ongoing research and development enables the brand to quickly identify the problems related to hair and scalp and their causes as well as how to solve and prevent such problems". Thick & Strong is being pushed in Thailand with a 100 million baht campaign, via all media including TV, print, promotions, events and the distribution of 500,000 samples. The new variant continues to target the brand's traditional market of men and women aged 18 to 45 years. Wannipa Bhakdibutra, Unilever managing director for personal care products, expects Thick & Strong to gain a three per cent market share in Thailand by year-end, and simultaneously boost Clinic Clear sales by 17 per cent. The new formula "will grow the total head care market by 10 per cent, we believe. This is because we will reach a larger base of new target consumers," she said. The ad campaign for Thick & Strong features celebrity presenter Bee-Namtip Chongratchatawibul, who, as young singer-actress-model, has to have her hair done frequently. The resulting damage and hair loss is treated with Thick & Strong in the TVC, and her hair is restored to its former glory. The TVC was created by Lowe Lintas and placed by MindShare.