The mission was to keep the awareness that was built up during the lounge, fall 2003. And to extend the brand knowledge while bringing it closer to the customer. Another thing was to involve and strengthen the product lounges that would follow during the year 2004. The mission also held a wish to convince the customers that SunSilk is a brand with great insights in the daily hair dramas - the way to show that is to speak the language of the 'common' women (age 25-35) and to promote products that actually solve hair problems.