Sunsilk, the global haircare brand, launched an immersive gaming experience called Sunsilk City on the popular gaming platform, Roblox. The initiative aims to empower young women by challenging outdated gender stereotypes often found in games. Sunsilk City includes a variety of mini-games and online courses that aim to instill confidence, promote education, and foster creativity and self-expression among female gamers.

The virtual city is composed of several elements: "Sidewalk Superstars", which encourages players to prioritize education over domestic chores; "Blow Them Away", a game that combats toxic phrases and words typically used to belittle women; "The House of Hair", a platform for creativity and expression using Sunsilk's haircare line for advanced hairstyle customization; and "House of Skills", providing 20 free online courses to equip players with tangible real-world skills in partnership with Udemy. The courses aim to empower women by providing both soft and hard skills to help them achieve their dreams.

Sunsilk City attracted 50.9 million visits, received 152,164 favorites, and 90%+ upvotes, making it the third highest-rated brand experience in Roblox. Influencers were instrumental in promoting the Sunsilk City, with the campaign executed through Unilever's existing influencer network.