Posted by Sai
What happens when the leading name in shampoo teams up with world-renowned hair specialists? Sunsilk, frontrunner in the science of beautiful hair, launches its most creative endeavor yet – the new Sunsilk Co-Creations campaign – as it works with international hair experts to come up with Sunsilk’s best ever formula.
“Steer and stir”
The concept of “Co-creation” is unique to Sunsilk. Under this concept, “two parties with complementary expertise and a shared vision work together to create something new, different and better.” This innovation combines Sunsilk’s cutting-edge hair technology with the experts’ in-depth hair knowledge.
For over half a century, Sunsilk has relentlessly sought to bring brilliant hair products to millions of women across the world to care for hair and keep it at its best. In a quest to unlock the secrets to specific hair types, Sunsilk began a search for these specialist hair experts: the world’s best at what they do, be it straight, sleekness, hairfall or damage control. Experts who are not only superlative hair professionals, hairdressers or clinicians, but obsessive industry pioneers who don’t sleep until their clients have perfect hair. They are dedicated to the creation of the world’s best hair care products; they love, live and feel for that particular hair type; the kind of perfectionism you want to bottle.
An Expert in Every Bottle
And that’s exactly what Sunsilk did. Sunsilk has recently partnered with some of the biggest names in the hair care arena who style and care for the tresses of top models and celebrities from all over the globe. The collaboration has produced improved, premium products for amazing, beautiful expert-touched hair accessible to all. Today’s Filipina need not fly halfway around the globe for salon-quality hair. With the new Sunsilk Co-Creations, there is an expert in every bottle.
Paris-based Teddy Charles, the shape and lengths expert, has spent many years working with big time photographers such as Patrick Demarchelier and Karl Lagerfield while styling models on the catwalk of Luca and Luca and Marchesa and A-list celebrities such as Sarah Jessica Parker and Hayden Panettiere. Charles believes that for a woman, her hair is everything. “To this day, long and abundant hair continues to be the timeless symbol of feminine beauty,” he says. For Asian hair, particularly the Filipina’s, he notes how it is straighter, stronger and heavier. “Most Filipino women want longer hair, and the key is to nourish it so it remains stronger as it grows longer,” he says. Together with Sunsilk, Charles has co-created the most advanced Strong & Long formulation for strong and smoother hair. Enriched with Active Fruitamin Complex, its rich moisture formula gently cleanses and refreshes your hair, while penetrating it and fortifying hair fibers so it becomes up to 10x stronger and 3x smoother with boosted shine. Styling for runway looks and fashion pages has also honed his eye for natural movement and “bounce”. Charles has also co-created Sunsilk’s Straight and Sway, enriched with Amino Collagen Comples that cleanses and gently relaxes straight hair for that soft and supple natural movement. “Finally I have the opportunity, by co-creating with Sunsilk, to co-develop products that give girls across the world access to the secret of beautiful hair, day in, day out,” enthuses Charles.
Yuko Yamashita of Tokyo believes all women deserve to have glossy, poker-straight hair. “For my entire life, I have wanted to help girls get healthy, straight her,” shares Yamashita. After intensive studies on the most efficient way to straighten hair, she developed the acclaimed YUKO Hair Straightening System which revolutionized hair straightening. Much like the Japanese, Yuko says our Filipina hair is almost similar in condition. She observes most Pinays also prefer sleek, straight hair. To create that signature straight look, Yuko has partnered with Sunsilk to co-create the Smooth & Manageable variant for smoother hair that stays beautifully in place all day long. The advanced formulation is enriched with Keratin Yogurt Nutri-Complex that gently cleanses and coats hair strands to smoothen fluffy hair. Together with Sunsilk, she is now able to share her learnings with women all over. “For me, it is an honor to be selected as one of Sunsilk’s Co-Creators,” admits the straight expert. “I’m thrilled by the possibilities that working in partnership brings for women worldwide to have the poker straight hair they have always dreamed of.”
Thomas Taw is founder of London’s “it” salon Bobsoho and is known for his stunning ability to resurrect dry and damaged hair. The cutting-edge stylist is obsessive in his passion for repairing damaged hair – usually caused by too much styling, too many products and intense heat – and is the trusted hair dresser to repair the damaged locks of world-famous musicians, models and actors. Says Taw, “Moisture gives hair movement; protein gives it strength – and we’ve got the perfect balance in the Damage Repair formulation I’ve co-created with Sunsilk.” Enriched with Olive Serum Nutri Complex, it gently cleanses and gives care to the most damaged hair, while reconstructing beneath the hair surface and filling damaged cracks deep inside – layer by layer, strand by strand. Taw has also lent his damage control prowess to co-create Sunsilk’s Soft & Smooth formulation enriched with Ceramide Macadamia Complex. It cleans and conditions event the driest and roughest hair to leave it silky soft to the touch. Known for his knack of spotting damaged hair even from a distance, Taw says Sunsilk’s Co-Creations campaign excited him from day one. “I put 100% of my energy and emotions into great-looking hair. Co-Creation with Sunsilk is for me an extension of my passion for brilliantly healthy hair.”
When it comes to hairfall and scalp care, New York based dermatologist and physician Dr. Francesca Fusco, who has constantly appeared on CNN and CBS News as expert dermatology resource and has medical advice columns in NY Times and, Cosmopolitan, Elle, and Allure, is the leading authority. “Healthy hair needs a healthy scalp,” advises Dr. Fusco. “The scalp is an extension of the skin. Treat it the way you would treat the rest of the face!” The Manhattan-based dermatologist has teamed up with Sunsilk to co-create the most advanced formulations to address common scalp woes. “Sunsilk and I have been working closely together to create an effective, yet non-clinical product to cleanse and nurture the scalp,” reveals the noted dermatologist. Sunsilk’s Anti-Dandruff formulation thoroughly cleanses and refreshes while purifying the scalp with the advanced ZPT Citrus Complex. It starts to eliminate dandruff from the first wash and protects the hair’s natural condition from dryness. Fusco has also addressed hairfall concerns by co-creating Sunsilk’s Hairfall Control enriched with Soya Vitamin Complex that reinforces hair from roots to tips for visibly less hair fall. “The secret to addressing hair fall,” shares Fusco, “is nourishing that first inch of hair that emerges from the scalp.”Expert-touched hair
In keeping with its vision of making the experts accessible in every bottle of the new Sunsilk Co-Creations formula, Sunsilk goes a step further by adding an exciting, innovative dimension to expert-touched hair: the Sunsilk Experts Salon – a one-stop pop-up salon for the complete expert-touched experience.
The larger-than-life roving salon is scheduled to visit key cities nationwide to offer consumers a fresh yet professional approach to hair care.
The complete “expert” experience begins with hair analysis and identifying specific hair types and needs, followed by an interactive walk through of the new product range and the experts who collaborated to produce them. The “mane attraction” is experiencing expert-touched hair via the Sunsilk Co-Creations variant suited for your hair type. Finally, get a new look with the Expert Makeover and share it with friends thru Facebook by uploading your souvenir Expert Shot taken at photo booths onsite, paparazzi style! Who knows, you might even be spotted along with special guest celebrities slated to grace the salon at special times of the day.
Catch the Sunsilk Expert Salon on the following dates: July 23-25 at Market!Market!, Fort Bonifacio Global City; July 30-August 1 at Ayala Center, Cebu; and August 13-15 at NCCC Mall in Davao, and be among the first to flaunt your expert-touched hair.
With Sunsilk Co-Creations, the best of the world is truly at your fingertips.
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