Introducing the 2008 SunSilk Fashion Designer Range

News Facts

• Globally, SunSilk was the first haircare brand to collaborate with designers in 2007
• SunSilk has collaborated with three of Australia’s most esteemed designers in 2008 – Collette Dinnigan, Alice McCall & Peter Morrissey
• The SunSilk Fashion Designer Range is limited edition
• The SunSilk Fashion Designer Range range contains crystal extracts for the ultimate in shine

Related links:

FTV.com
Fashionising.com
Myspace.com/sunsilkfashionrange
SunSilk.com.au
SunSilk Designer range YouTube channel
Alice McCall at Australian Fashion week

Downloads

Download Sunsilk_Imagery_assets.pdf
Download Collette Dinnigan, Alice McCall and Peter Morrisey's bios and images
Download Sunsilk traditional press release  

Quotes from the designers

Collette Dinnigan says

"Collaborating with Sunsilk on the 2008 Fashion Designer Hair Range was great as I believe a women’s hair is so much part of the total fashion look"

"My bottle is very representative of my brand – its elegance and femininity, the pink is sophisticated and I love the running script around bottle." 

"I love hair products and so it was really great to be able to work on an exclusive formula’s - not only does my Simmer & Shine have shine crystals but also my exclusive Cashmere extracts - which is very me."

Alice McCall says:

"I really liked the idea of doing a collaboration with a beauty/care product rather than an apparel collaboration. I also like the fact that this product is able to reach a wide audience."

"Thinking about the alice McCall girl - she is youthful cool and somewhat sexy. She has an edge and likes a handfeel or craft element to her clothes. The bottle reflects this with the hint of embroidery or cut work design on a fab purply pink vibrant colour."

Peter Morrissey says:

"I wanted the bottle to look as good as your hair will look after using my product and to be an exciting accessory in getting ready to go out. It screams party time”

"I like to help a woman feel beautiful, sensual and proud of being a woman and I like to make a man feel like a gentleman."

Questions & Answers with Briar Taylor, Marketing Manager, SunSilk

What was the philosophy behind choosing to work with Fashion Designers to brand a shampoo?
The SunSilk user lives in a world of fashion, and her hair is one of the ways she defines herself  - she enjoys putting together outfits to express herself, and she has the same relationship with her hair – hair & fashion are her expression tools, so it felt a very natural fit to bring SunSilk together with Fashion and create a first in the Hair Care category.  By bringing leading Designers on board it helped make Fashion seem affordable to consumers who might not have otherwise been able to purchase designer clothing.

How much input did the designers have and in what areas?
The designers were involved throughout the complete process and helped evolve the SunSilk Limited Edition Fashion Designer Range. Each designer’s creative flair was captured in the bottle design inception, the fragrance choice right through to the shooting of the television commercial and print advertisements.

How did you go about deciding what designers to associate your brand with?
Australia has such a wealth of talented designers so the decision process was a lengthy one. What it really boiled down to was the different styles that women dress to. Some women prefer funky, others are more feminine and prefer to look pretty, while others love the sexy and sassy look.  We feel the three designers we’ve chosen perfectly reflect these three styles.

Why did you decide on the designers?
We felt that each of the designers really embodied one of the looks – funky, pretty & sexy.
Alice McCall epitomises youthful cool that is somewhat funky and edgy.
Collette's clothes are delicate & beautiful and this is how women feel when they wear them.
Peter on the other hand, his garments are oozing with alluring glamour. Peters garments are made to make a women feel beautiful, sensual and sexy. 
As you can see, each of our designers are great fits for the different looks women tend to choose between.

Has it helped or hindered the Sunsilk brand and in what way?
It has certainly helped SunSilk – during the launch phase, market share increased month on month and it has helped improved SunSilk brand imagery.

Why fashion designers? Why not musicians or actors or the like?
Hair is an extension of Fashion, women don’t only use their clothes but also their hair style to express their own personal style.  It was a natural fit.

Do you have figures on sales or success of the fashion designers range?  Reactions etc?
The buzz surrounding the range has generated interest for SunSilk and has certainly helped improve SunSilk’s brand health. With both Fashion and Hair being tools used by women to express their personal style it has been a successful launch for both SunSilk and all three designers on board.

Social media release by Zing
For more info contact Stuart (Stuart@zing.net.au)