Silk-n-Shine

Hair & Care's Silk-n-Shine is a post wash hair conditioner from Marico. Silk-n-Shine is a hair potion with the goodness of fruit-vitamins that works naturally on tangled hair with a unique 3-step action, leaving it soft and silky.

Evolution: After a successful 3-month prototype in West Bengal , Silk-n-Shine was launched nationally in June 2004. Silk-n-Shine is borne out of a real need of today's women. As they spend more and more time out of home, exposure to pollution, dust and sunlight makes their hair rough and dry. Hair dyes, frequent shampooing and hard water further damage hair causing tangles. And when they try to comb out the tangles their hair breaks.

Our consumers:
Silk-n-Shine primary target is female between 18-34 yrs, SEC AB. The brand is prevalent in the urban sections of India but with the launch of single use sachet pack, rural market is also being exploited.

Contributors to Silk-n-Shine success:
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. Besides the above, the brand has been involved in youth activities such as BPO activation, parlor sampling, college hostel activities, etc.