Sunsilk uses marketing to blend haircare and emotional wellness

Global hair brand Sunsilk is repositioning itself as a culturally relevant Gen Z beauty brand with the launch of Wondermist, a hybrid hair mist designed to combine superior haircare performance with emotional wellness.

The move is part of the brand’s largest transformation in its 70-year history, shifting from a functional everyday range to a lifestyle-focused line that delivers aspirational end looks.

The new product, powered by patented amino-silk technology, provides up to 100 hours of silky smoothness while incorporating Sunsilk’s Emotiwaves™ fragrance technology, designed to boost joy, confidence and self-esteem. Wondermist also features colorful ombré bottles and scents such as Rose Crush and Golden Glaze, creating a sensory and visually engaging experience.

Desire at Scale and the SASSY approach

As Unilever’s largest mass haircare brand, Sunsilk is leveraging its Desire at Scale model to elevate everyday products into aspirational experiences. Its SASSY marketing framework—Science, Aesthetics, Sensorials, Said by others, and Young-spirited—underpins the Wondermist launch and wider brand transformation. The refreshed range includes premium ingredients, science-backed claims, and modernized packaging aimed at capturing share across both mass and premium segments.

Gen Z connection through social-first marketing

Sunsilk is targeting younger audiences through social-first campaigns, including #ButFirstMyHairTouchUp, which encourages users to share real-life hair misting rituals. Limited-edition drops and collaborations with K-pop group Babymonster and Hello Kitty in Thailand aim to strengthen cultural relevance and drive engagement.

Jopa Malantic, Global Brand Vice President, Sunsilk and TRESemmé: “At Sunsilk, we’re always looking for ways to connect more deeply with our consumers, not just by following trends, but by setting them. Wondermist delivers superior performance while fitting seamlessly into consumers’ lifestyles and emotional rhythm. When brands move with culture, not around it, the connection is real.”

Market opportunity and performance

The hair mist category, valued at half a billion US dollars in 2024, is projected to reach $1 billion by 2033, highlighting consumer demand for convenient, multifunctional haircare products. Sunsilk Wondermist is positioned to meet this demand while turning haircare into a playful, emotionally resonant experience for a new generation of consumers.

www.unilever.com

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