Forget the Fab Five. Unilever Brings Us the Terrific Trio.

Unilever believes they have unlocked the key to the female hair care market: the gay best friend. You know what? I think they may be right.

Researchers spent months getting into the mind of the 20-something female to discover how to best introduce the Sunsilk line of hair care products to the US market. Sunsilk is the #2 selling brand in the UK but is relatively unknown in the states. To hit the ground running, Unilever marketers began research at the grassroots level: malls and bars. Researchers logged hours of barhopping and shopping with over 500 young women paying special attention to their conversations. In the process they discovered something: Women are much more likely to trust advice from 'Will' than input from 'Grace'. Speaking as a woman with a male hairdresser, I have to admit I agree with their findings.

Over the next year, as Unilever tries to unseat Pantene from the #1 shampoo slot, Robbie, Ethan and Micah will be there to help you. Judging by the web site, I'd say the upcoming campaign has the potential to be be fun and fierce. The effort is slated to borrow from the successful Dove campaign which features real women flaunting their features (and flaws).

At the root of the campaign is trust. We trust people who we deem as having our best interests at heart. We trust people like ourselves. Unilever is investing $200M on the product launch. They are banking on young women trusting three unknown males over a popular celebrity female. Smart. Although the product will have to prove itself worthy, the gay friend approach will surely strike a chord with women of all ages.

While we wait for the trio to deliver their fierce wisdom upon us, sign up for free samples.