Unilever launched the Sunsilk “Get Hairapy” campaign in 2006, appealing to single, fashion conscious, working women who do not want to spend a lot to look good: women on-the-go. The campaign includes a website, www.gethairapy.com, and a Get Hairapy MySpace site. The new product lines include Anti-Flat, Anti-Poof, Hydra TLC, Straighten-Up, De-Frizz, No Major Issues, ThermaShine, Beyond Brunette Color Boost (Auburn tones and non-highlighted brunette colorers) and Blonde Bombshell (all over blondes and highlighters).
My hair’s so poofy I should stuff my bra with it. Sunsilk Blue for Poofy.
The Get Hairapy campaign was developed at JWT, New York by chief creative officer Ty Montague, executive creative directors Ed Evangelista and Chris D’Rozario, art director Joe Mongognia, copywriters Bee Reynolds and Emily Sander, head of design Graham Wood.