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McCain and Mechare are quick-witted and smart, and it's believable that women are responding to them so positively. Why, then, are they not featured in commercials for the products themselves?

“They are the voice and tone and personality of the brand and not the name of the brand,” explains Kurtz, “meaning the product is pretty much the spokesperson of the brand.” What about in the future? “The idea that they will become part of the commercials is probably not going to happen,” Kurtz says.

Despite Sunsilk's research that shows that the Hairapy Guys are the best way to connect with their target market and the “phenomenal” reception they have received, their roles so far have been few. Except for the few appearances on VH1 and TBS and their magazine columns, the Hairapy Guys are only found on the official website and in off-camera media events where they meet potential Sunsilk customers.

Given the politically charged climate around gay issues in the United States, did apprehension about a political backlash cause Unilever to edit down the role of the Hairapy Guys or prevent them from including the men in the commercials?

Although Kurtz concedes that “of course we thought about it [political concerns] from a Unilever standpoint,” she is also adamant that political considerations were ultimately not a part of their decision-making process. “In the end, we're here to help who we consider to be our target girls. And they don't have a problem with it.”

Regarding the commercials, Kurtz strongly rejects the idea that political concerns were a rationale for the men not being included. "This [the Hairapy Guys] is the greatest thing that's happened to our brand, and so if we felt [having the guys in commercials] would help, we would do it." She explains further that "there would never be a face being the spokesperson for this brand. That's what other brands do. That's not what Sunsilk is about."

But then there's this: Since its recent launch, the U.S. Sunsilk website - which is all about the Hairapy Guys - includes a disclaimer before allowing visitors to enter. Although it is softened by humorous language, it still proclaims: "Warning ... mature subject matter, viewer discretion is advised."

On the internet, such warnings usually imply explicit content illegal for minors, but there's nothing remotely like that on the Hairapy site. The warning, in fact, brings to mind the final season of Ellen , where a mature audiences warning was added simply because the character was gay.

Asked to comment on why Unilever felt that the warning was necessary, Tracey Thiele, Unilever's Communications Manager for Hair Care and Deodorant, stated: “Our intent was always to include an opt-in-disclaimer at the site's launch. We take great care to place our marketing in outlets that reach our brand target — a 20-something girl — but we realize that some teens may see some of the marketing elements online, which is why we have an opt-in.”

When AfterElton.com asked Thiele if the warning was in place because of the site's gay-themed content, as had occurred with Ellen, Thiele responded, “Absolutely not.” Thiele was unable to explain what specific content merited the warning, but noted that Sunsilk marketing was geared toward the 18–34 demographic, and because of mature subject matter they wanted to be responsible in case teens happened upon the site. When pressed further on what the specific “mature” elements were that made such a warning necessary, Thiele said she had already answered the question in her initial statement.

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