SUNSILK INTRODUCES SEVEN PIONEERING GLOBAL HAIR EXPERTS AND THE WORLD’S FIRST CO-CREATED PRODUCT RANGE FOR ALL SPECIFIC HAIR TYPES TO THE MIDDLE EAST
One brand; seven experts. A long-term relationship; one common goal: to bring amazingly beautiful expert-touched hair to millions of girls everywhere. Monday night saw the launch of an exclusive concept in haircare, Sunsilk Co-Creations, at the Diamond Lounge, Dubai, where a bevy of Dubai’s finest socialites and media witnessed a Haute Couture Hair Fashion Show in celebration of the brand.
LA-based expert, Jamal Hammadi, attended the exclusive event as the guest of honour, giving a live demonstration and tips on how women can achieve expert touched hair everyday. Sunsilk, one of the world’s biggest hair care brands which has pioneered products for specific hair types for over half a century, has for the first time in hair care history formed a long-term relationship with seven hair industry pioneers, the world’s leading hair experts, to co-create specialised formulations for all hair types.
Hailing from fashion hubs of the world – New York, London, Paris, Tokyo and Los Angeles – the hand-picked hair experts were selected for their specialist, world-class insight and pioneering technologies as the result of an extensive search that lasted almost a year. The experts have a combined 50 years’ experience working in the hair industry and have honed their skills styling and colouring A-List celebrities’ hair, repairing the damaged tresses of catwalk models and running elite salons and clinics. They have worked closely with Sunsilk’s technical teams to co-create world-class formulations for specific hair types and will also star in the advertising campaign.
Jamal Hammadi, Co-creator of new Sunsilk’s Strength and Shine, says: “For my entire life, I have wanted to help girls everywhere get healthy, shining hair. It is a huge honor for me to be selected as one of Sunsilk’s Co-Creators and I’m thrilled by the opportunities that this partnership presents.”
Iain Potter, Vice President, Marketing, Unilever North Africa & Middle East said; “We are working with the best hair experts in the world as part of a long-term co-creation partnership – chosen for their in-depth specialism, unique insight and obsession for the best possible techniques. We share a common goal with our experts: to take world-class product expertise to millions of women across the world and our unique equities make this possible.â€
Women who are looking for expert-touched hair can find the Sunsilk Co-Creations range in shops across the UAE now.
The Stellar Line-Up:
- STRENGTH AND SHINE – LA-based Jamal Hammadi is renowned for his charismatic work for international haute couture houses such as Chanel, Dior, Gaultier and Galliano. His Sunsilk product range contains Henna Mica Complex / Luminous Sunflower Mica Complex, gently nourishing each hair fibre to activate its natural shine properties, so hair glows brilliantly from the inside out.
- PLUMPED-UP VOLUME – influential hair stylist Teddy Charles has collaborated with photographers such as Mario Testino and his styling regularly appears on the front cover of fashion bible Vogue. His Sunsilk range contains a Micro Polyfibre complex for long-lasting volume with natural body and bounce.
- HAIR FALL SOLUTION – Dr. Francesca Fusco, a New York based dermatologist and physician who examines single strands of hair to diagnose hairfall and scalp problems. Her product range is packed full of Soya Vitamin Complex / Amino Vitamin Complex / Multi Vitamin Complex, for hair with boosted strength and density that oozes health and radiance.
- VIBRANT COLOUR PROTECTION – Rita Hazan is one of the most sought-after colourists in the world, known for setting beauty trends and reinventing celebrities with her vibrant colour work. Her Sunsilk product range contains an Amnio Shield Technology and UV filter to repair surface damage and rejuvenate the hair fibres, leaving hair in the ultimate condition to transmit brilliant colour.
- DEFINED CURLS – Ouidad, world-famous ‘Queen of Curls’ and owner of two exclusive curl salons in the US, is passionate about empowering women worldwide to create the perfect curl. Her Sunsilk product range defines curls; controlling their volume and reducing frizz. Ouidad’s added ingredient – for ultimate curl definition – is Hydro Elastin.
- DAMAGE REPAIR – Tom Taw, edgy London hair stylist, whose client list includes world-famous musicians, models and actors, is obsessive in his passion for repairing damaged hair. His Sunsilk product range contains exclusive product Bio-Keratin™/ Olive Serum Nutri Complex/ Nutri Oil Complex to dramatically improve hair texture by penetrating deeper and filling damaged cracks layer by layer, strand by strand.
- PERFECT STRAIGHT – Co-created by Yuko Yamashita: hair beautician, lecturer and the inspiration behind hair straightening process patented in several countries that is used in thousands of salons worldwide, Yuko strives to minimise friction between individual hairs so they glide across each other for ultimate sleekness. Her Sunsilk product range contains Hydrolised Proteins that aligns rebellious hair from root to tip to reduce frizz.
