Unilever's Sunsilk Absorbs Thermasilk Brand

Move Completes Hair-Care Overhaul

By Published on .

CINCINNATI (AdAge.com) -- Unilever is folding Thermasilk into its recently launched Sunsilk brand, a move widely expected since the company expanded the latter brand to the U.S. earlier this year.
Sunsilk has been one of the fastest-growing hair-care brands globally during the past five years.
Sunsilk has been one of the fastest-growing hair-care brands globally during the past five years.

Thermasilk, launched in 1998, got off to a fast start but has lost share in recent years to brands such as Garnier Fructis and Unilever's own Dove and Sunsilk, which has been one of the fastest-growing hair-care brands globally during the past five years. WPP Group's JWT, New York, handles both brands.

Completion
Thermasilk will become a three-item line of heat-activated shampoo, conditioner and detangling spray called Sunsilk Thermashine, which will launch in January, the company said.

The move would appear to complete an overhaul of Unilever's hair-care lineup to focus on three brands in the U.S. -- Dove, Suave and Sunsilk -- following the divestiture of struggling brands Finesse and Aquanet to Lornamead brands earlier this year and discontinuation of Salon Selectives.
In this article:
Most Popular