Unilever UK Home & Personal Care is targeting the 87% of women who experiment with hair dyes with the launch of a colour-enhancement range.
Sunsilk Colour Collection will be supported by a £5m investment including TV, press and poster advertising and a national sampling campaign.
The collection, which HPC says is the first mass-market range of its kind, is available for both dyed and natural blonde, brunette and red hair, and includes shampoo, conditioner and leave-in cream. It is designed to brighten up tones without adding colour to hair.
Marie Scoble, hair category manager, said the colour-enhancement sector grew 32% in 2004, and the company expected sales of £30m in the first year. Each product, on shelf this month, has an rsp of £2.19.