Keratinology: Sunsilk's Digital Innovation

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The ‘Keratinology Hair Studio' by Sunsilk is a first of its kind digital innovation for the hair category in India. The interactive Youtube campaign gives the user a ‘personalised salon experience' on the brand's custom gadget channel on Youtube. The campaign has been conceptualized and executed by digital agency, BC Web Wise.

The campaign's objective was to create a clutter-breaking personalized and dynamic experience of the brand's premium Keratinology range that would enrich and add value to the consumer's life.

‘Keratinology Hair Studio’

The Keratinology Hair Studio is presented by style icon Malaika Arora Khan

Keratinology Hair Studio

At the outset, Malaika asks the user to enter her name to confirm her salon appointment.

Keratinology Hair Studio

The user sees her name on an appointment list and is then introduced to a hair expert ‘Kiara' who asks her various questions about her hair type, length etc.

Keratinology Hair Studio

The user can select from a number of hair services such as hair cuts, hair styles, hair straightening and colouring.

Keratinology Hair Studio

Upon switching on her webcam or uploading a photo, the user gets to actually see herself in the salon mirror and experience the hair treatment being performed on her hair type.

The Keratinology Hair Studio is presented by style icon Malaika Arora Khan. At the outset, Malaika asks the user to enter her name to confirm her salon appointment. The user sees her name on an appointment list and is then introduced to a hair expert ‘Kiara' who asks her various questions about her hair type, length etc. The user can select from a number of hair services such as hair cuts, hair styles, hair straightening & colouring.

Upon switching on her webcam or uploading a photo, the user gets to actually see herself in the salon mirror and experience the hair treatment being performed on her hair type. The Keratinology products are used at each step, during the hair wash, blow dry, hair spa etc thus bringing the consumer close to the products in a non-intrusive fashion. The final makeover look is of course, the most exciting part, where the user can actually see the difference between her before and after looks. The user is also given recommendations on which Keratinology products she should use and an option to buy the products at a 10 per cent discount, leading her to an e-commerce site www.purplle.com. Thus, the Youtube campaign generated actual sales of products.

Youtube is the most widely visited channel for video content and hence it was a no brainier to host the campaign on this platform. Also, since the Sunsilk website continues to attract lakhs of visits every month, this is available on the brand website too. We are promoting our experience on various other platforms like facebook, youtube, yahoo etc.

The response to the campaign has been very positive with 189,998 visits to the channel and 482,765 pageviews so far. The campaign will extend for a period of 2 months.

The digital space is increasingly being recognized by brands as a great way to meaningfully and actively engage and interact with consumers. Sunsilk looks forward to creating many more digital benchmarks in the near future.