Rexona

Rexona is an Australian deodorant and antiperspirant brand, the manufacturer is owned by the British-Dutch company Unilever.

Rexona
Product typeAntiperspirant deodorant
OwnerUnilever
CountryAustralia
Introduced1908 (1908)
Related brands
  • Sure
  • (UK & Ireland)
  • Degree
  • (US & Canada)
  • Rexena
  • (Japan & South Korea)
  • Shield
  • (South Africa)
MarketsWorldwide
Previous ownersHelene Curtis (Degree in the US & Canada)
TaglineIt won't let you down
Websitewww.rexona.com

While marketed under the Rexona name in most countries, it is known as Sure in the United Kingdom, Ireland, India and France, Degree in the United States and Canada, Rexena in Japan and South Korea and Shield in South Africa.

History

It was developed in 1908 by Australian Samuel Fuller Sheffer and his wife, Alice.[1] The products are available in varying forms including as aerosols, pumps, roll-ons, sticks and creams. In 2015 the brand launched a new range of fragrances with a new canister design, at the same time changing the formula. This has resulted in wide spread consumer backlash with many product review websites and forums giving very poor reviews and airing complaints that the new formula simply doesn't have the deodorant effect of the old formula.

Internationally

India

In India, it was launched in 1947 as a rival to Hamam, then a Tata product, then Hindustan Unilever. As Hindustan Unilever already uses Rexona as a soap brand, the Sure brand was used instead for deodorants, as it is in the United Kingdom and Ireland.

United States

Degree is a brand of antiperspirant for men and women that is manufactured by Unilever. It comes in stick, gel, and spray forms. The stick form often comes with slogans pressed into the deodorant itself by the protective seal. For example, the "Cool Rush" variety comes with the slogan "Take The Risk". The Degree brand name was created by Helene Curtis, which Unilever acquired in 1996.[2]

Other Sure brands

In the United States, Sure is an antiperspirant brand created by Procter & Gamble in 1972, marketed to both men and women. The brand's ownership transferred to Helen of Troy Limited, which acquired the brand from Innovative Brands in March 2010.[3] Innovative Brands, LLC, a portfolio company of Jahm Najafi Companies, had acquired the brand from Procter & Gamble in September 2006,[4] after P&G had acquired Gillette.[5] Although the brand already exists in the United States, Sure exists as brand in the UK, Ireland and India. Since being acquired by Helen of Troy in the United States, Sure is now marketed exclusively as a women's antiperspirant.

Marketing
Main article: Australia's Greatest Athlete

The Rexona and Sure brands are sponsors for the Williams Formula 1 team. The brands had previously sponsored the Lotus F1 team before from the 2014 F1 season onwards.

Rexona also developed a flash platformer called "Power Pamplona" which involves a bull runner racing across various countries.

Models

References
  1. "About Us". Rexona. Retrieved 2020-08-17.
  2. Collins, Glenn (1996-02-15). "Unilever Agrees to Buy Helene Curtis". The New York Times. ISSN 0362-4331. Retrieved 2019-10-04.
  3. "UPDATE 2-Helen of Troy to buy privately held Kaz for $260 mln". Reuters. 2010-12-09. Retrieved 2019-10-04.
  4. Dealbook (26 September 2006). "P&G Sells Sure Deodorant Brand". DealBook. Retrieved 2019-10-04.
  5. "Procter & Gamble Acquires Gillette". www.cbsnews.com. Retrieved 2019-10-04.
  6. Comercial Rexona 2007
  7. Rexona Commercial 1
  8. 2007 Degree Ultra Clear Deodorant Commercial
  9. REXONA ROLL ON (COMERCIAL)
  10. Rexona Commercial 2
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