Cream Silk now protects colored hair
Apples Aberin, Unilever head of PR (right) with (standing, from left) Ann Esteves, Cream Silk marketing manager; Raiza Revilla, Cream Silk brand manager; Julie Anne San Jose, Cream Silk endorser for the Dandruff-Free variant; and Dorothy Dee-Ching, marketing director for hair care; (seated, from left) Nikki Tuason, Unilever management trainee; Carmela Guno, assistant brand manager; and Leya Castillo, Unilever PR assistant. Photos by JUN MENDOZA
Like many Filipinas out there I color my hair. I just love the sun-kissed highlights of balayage, and if I can cover a few gray hairs in the process, why not?
Noting this trend among Filipinas, Cream Silk, the No. 1 hair conditioner brand in the country, has formulated a new variant, Color Protect, and it not only preserves your color, it also amps it up and makes it more vibrant.
But that’s not the only news. At a recent event at Manila House, Cream Silk re-launched its entire range — which now includes seven variants — with upgraded formulations and an eye-catching new look.
“For over 30 years Cream Silk has strived to empower Filipinas to embark on their own journeys of transformation,” said Apples Aberin, Unilever’s head of public relations. “We do this through our most iconic campaigns like #PowerToTransform, our most beautiful ambassadors, and most pioneering executions. Cream Silk is taking on new heights with our all-new customized solutions.”
These solutions and their respective celebrity ambassadors include Heart Evangelista for Standout Straight, Coleen Garcia for Hair Fall Defense, Nadine Lustre for Damage Control, Yassi Pressman for Dry Rescue, Pia Wurtzbach for Stunning Shine, Julie Anne San Jose for Dandruff-Free, and Rachelle Ann Go for new Color Protect.
“Whether frizzy, weak or dry, there is a Cream Silk variant for every hair type and need,” said Cream silk brand manager Raiza Revilla.
Singer, composer and TV personality Julie Anne San Jose was at the event to talk up her variant and represent her sister celebrity ambassadors: “Cream Silk is a homegrown brand that stands for female empowerment,” she said. “We aim to represent the Cream Silk woman and want to empower other women to believe we all have the power to transform.”
Cream Silk has reached its No. 1 status by working with Filipinas, finding out their hair needs, and addressing them with conditioners that really deliver. According to Marlo Mangilin, Unilever Philippines’ head of research and development, numerous scientists at Unilever’s UK R&D facility worked for the past seven years to craft Cream Silk’s base technology, Advanced Hair Reborn. To make the technology even better, first they improved the structure of the conditioner: “Traditional conditioners have globules that attach to hair, which is not very efficient compared to sheets that cover more surface area, so we made Cream Silk sheet-rich to give the richest conditioning possible,” he said.
Then they upgraded the formula’s nutrient content, adding lysine to replenish the hair proteins we lose daily and vitamin B5 to lock in moisture longer.
Finally, through consumer interactions and product testing, they customized the range to meet every Filipina’s hair need. “Each variant has a customized formula that delivers a specific benefit,” Mangilin says. “Cream Silk is really designed for Filipinas and we only roll out the winning formulas in the Philippines.”
While the pink Standout Straight variant is still the reigning bestseller (guess Pinays still put a premium on straight, shiny hair), I plan to use Color Protect to — ahem — protect all that I invested in my crowning glory.
* * *
Cream Silk is available in all supermarkets, and drug and department stores in three different sizes: 90 ml (P56), 180 ml (P109) and 350 ml (P197.50). Visit www.creamsilk.com.ph to learn more.
