Hair & Care's Silk-n-Shine is a Leave-In hair conditioner from Marico.
Hair & Care's Silk-n-Shine is a Leave-In hair conditioner from Marico. Silk-n-Shine is a hair potion with the goodness of fruit- vitamins, borne out of a real need of today's women. The product offers superior detangling benefits and is hence, a very important part of a girl's hair care basket today.
Silk-n-Shine caters primarily to the young college going girl, offering her effortless hair care and affordable hair fashion in the comfort of her home.
Marketing work on the brand has focused on differentiating the brand through price and imagery.Silk-n-Shine has been positioned in the beauty space and embodies values which are high on style and youth quotient. At the same time, there has been focus on making the category more affordable to the consumer which is seen through the fact that Silk-n-Shine is the only post-wash conditioner currently available in a sachet pack. The attractive packaging, coupled with a celebrity association of the stature of Katrina Kaif, has ensured that Silk-n-Shine has established and built up substantial equity as beauty and style product.
Success of the Silk-n-Shine brand is the result of a 360degree approach to branding. The brand has been a pioneer in the field of merchandising, setting benchmarks in Marico for secondary packaging and trade visibility. Silk-n-Shine has also experimented with in-serial placement in Indian Idol and in-film placement, both of which proved to be a huge success. Silk-n-Shine has conducted Hair Styling workshops across the country especially during the festival seasons of Navratri and Durga Puja. Besides the above, the brand has been involved in youth activities such as BPO activation, parlor sampling, college hostel activities, café activities, and most recently, the very successful Silk-n-Shine
Launched Nationally; Marks Marico's entry into the beauty segment
Introduction of new affordable skus of 4ml sachet and 20ml bottle (subsequently 18ml) in 2005 to drive trials.
Katrina Kaif Signed up as Brand Ambassador
Change in packaging
Creation of the Silk-n-Shine Shining Star Platform