FMCG major, Hindustan Lever Limited (HLL), decided to storm the hair colour market, currently dominated by L''Oreal. HLL recently launched its Sunsilk pro-Colour range of seven exciting hair colours. The USP, as claimed by the company, is that the product is specially suited for the dark Indian hair and skin tones.

Having established a high market share with the Sunsilk brand in the beauty shampoo market, HLL is extending this brand on to its new product range, given the association with haircare and beauty.

The Sunsilk pro-Colour''s formulation contains ‘new generation natural extracts’ that colours the, besides acting on the hair gently and safely, lasts for six weeks.

The company claims that Sunsilk pro-Colour has been launched after extensive in-house clinical tests carried out by the Cosmetology Society of India (CSI). Jawed Habib, Sunsilk expert and India’s leading hairstylist, is endorsing the brand.

"The main challenge for us was to deliver a product that is safe, affordable and easy to use for the Indian consumer. Sunsilk pro-Colour fulfils all these criteria. It is priced at Rs. 220 for a 200-ml kit, containing a conditioner for twelve washes. A consumer hotline – 1600- 110011, which is a toll free number, is in place to cater to consumers’ queries," stated Mr. D Shivakumar, business unit head – haircare – HLL.

Dr Rekha Sheth – president, CSI said, "Over a period of several months, Sunsilk Pro-Colour has undergone various tests on safety and sensitivity. We are confident of our association with Sunsilk Pro-Colour and based on our testing, CSI has endorsed the product as safe for regular use."

The range of Sunsilk pro-Colour includes – natural black, natural dark brown, dark brown with purple tint, dark reddish brown, and light brown with gold tint and copper with red tint. The range has been formulated to suit Indian skin tones.

Sunsilk pro-Colour will be available at all leading beauty counters across the sub-continent. A specially designed swatch book at the counters will serve as an easy reference guide for consumers, educating them on the Sunsilk pro-Colour range and identifying the hair colour that suits their skin tone.

The packaging is attractive and vibrant, with a specially designed tamper-proof kit containing Sunsilk pro-Colour dye solution, developing lotion, conditioner, a how-to-use leaflet and a pair of gloves.