17/02/2015

Sunsilk launched its newest variant, Sunsilk Lively Straight with Straight Lock Technology that is able to ' lock ' the shape of your hair to remain gorgeously straight all day long.

Jakarta, February 17th 2015 - Sunsilk understands the need of Indonesian girls to have gorgeous straight hair by launching its newest variant, Sunsilk Lively Straight completed with Straight Lock Technology that able to keep and lock the shape of straight hair, so the hair will stay in shape all day long.

Miranti Burhan, Senior Brand Manager of Sunsilk PT Unilever Indonesia, Tbk in the launching of Sunsilk Lively Straight in Jakarta (17/02) revealed that the needs of shape shampoo had increased throughout the years. Consumers are looking for shampoo that can help them get their desired hair and straight hair has being continuously desired by Indonesian girls from time to time.

Furthermore Miranti said that 96% straight-haired Indonesian girls admitted straight hair is the ideal look for them. Research conducted by Unilever Indonesia also prove that even 42% curly-haired girls wanted to have straight hair because it is more manageable.

However, girls with straight hair are having a problem on how to 'lock' their hair shape in order to keep it neat and gorgeously straight all day. "Usually hair will look naturally straight after shampooing. But when it dries, the hair becomes frizzy and difficult to manage. This will affect the appearance, so girls try various ways to maintain their straight hair shape, "said Miranti.


Therefore, Sunsilk Lively Sunsilk Straight co-created with a famous straight hair expert from Japan, Yuko Yamashita. With its Straight Lock Technology, Sunsilk Lively Straight makes straight hair manageable and ' lock ' the straight shape throughout the day.

In addition, Vivi Tri Andari, Personal Care Consumer Technical Inside Manager of PT Unilever Indonesia, Tbk revealed that Straight Lock Technology works by seep into every fiber strands of the hair, so it can lock the natural moisture of the hair and maintain the straight shape longer. "The use of Sunsilk Lively Straight shampoo and conditioner on straight hair will make each strand of the hair more moisturized, not easily frizzy and manageable," she explained.

By using Sunsilk Lively Straight, now Indonesian girls will spend less time to manage their straight hair, and can be spared the risk of damaged hair from the heat of hair-styling tools.

The perceived benefits also experienced by Karina Salim, Celebrity. She is very fond with her straight hair. "With Sunsilk Lively Straight, my straight hair looks perfect without using variety of hair styling tools. Straight hair only needs less time to manage, so it gives me more time to do more activities that I like and enjoy every lively moments in my life. With Sunsilk Lively Straight, my hair is also more moist and not easily split because of the frequent usage of hair straightener," said Karina.

The charm of straight hair girls also attract Afgan, Indonesian famous singer and campaign ambassador of Sunsilk Lively Straight. "The first thing I see from a girl is her beautiful hair. Girl with straight hair is my ultimate ideal girl, because behind her modesity, girl with straight hair looks more chic and captivating. This kind of girl always be my main inspiration in most of my works. One of them is reflected in my newest single that is inspired by every lively moment of a girl with gorgeously straight hair," Afgan ended.

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