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Rexona

Rexona is a leading global brand of deodorants and antiperspirants owned by , renowned for its focus on providing long-lasting odor and sweat protection to empower consumer confidence in daily movement. Founded in 1908 in by Alice Sheffer, the wife of Sheldon Drug Company founder Samuel F. Sheffer, Rexona originated as a personal care product line emphasizing effective, pleasant-smelling hygiene solutions. In about 1930, British soap maker acquired the brand, which became part of following the merger with Dutch . Today, Rexona is marketed under various names—including Sure in the , Degree in the United States, and Shield in select regions—and is available in over 100 countries, making it the world's number-one antiperspirant and brand with annual turnover exceeding €2 billion as of 2022, as verified by NielsenIQ. The brand's hallmark innovations include patented MotionSense technology, which activates micro-capsules during movement to release fragrance and enhance protection, and advanced microtechnology delivering up to 72 hours of continuous sweat and odor control across its gender-specific product ranges. Rexona's marketing emphasizes empowerment through physical activity, partnering with athletes and sports initiatives to promote the idea that confidence stems from reliable protection during active lifestyles. With a portfolio spanning sprays, roll-ons, sticks, and wipes tailored for men and women, Rexona continues to drive Unilever's personal care growth, contributing to the company's €13.6 billion turnover in for 2024.

History

Founding and early years

Rexona was established in 1908 in , , by Alice Sheffer and her husband, Samuel Fuller Sheffer, the founder of the Sheldon Drug Company. Alice, seeking to create effective with pleasant scents, developed the brand's inaugural offering: Rexona Ointment, marketed as the "Rapid Healer" for its properties and sold in distinctive green triangular tins. This ointment quickly became the company's bestseller, laying the foundation for the Rexona range of mild, medicated personal care items. By the early , the brand expanded beyond ointment to include beauty soaps and shaving soaps, positioning Rexona as a premium option for and . Early campaigns targeted women, emphasizing luxury, natural , and gentle cleansing through testimonials from celebrities and everyday users, such as the "Rexona Girl" promotions starting in . appeared in major newspapers from , highlighting the product's medicated formula for clear and . The brand's reach grew internationally during this period, entering markets in , , and parts of the East under Samuel Sheffer's direction. In the late 1920s, following Samuel Sheffer's death in 1929, the company was sold and acquired by , the British manufacturer and predecessor to , around 1930. This acquisition facilitated broader global distribution and marked Rexona's shift from primarily operations toward a wider personal care portfolio. Under ' ownership, the brand began exploring innovations in hygiene products, including early formulations in the mid-20th century, building on its heritage to address emerging consumer needs for odor control.

Global expansion and Unilever acquisition

In the mid-20th century, Rexona began transitioning from its origins as a brand to focus on antiperspirants, marking the start of its global expansion. The launch of Rexona antiperspirant occurred in the , initially in , where the brand had been established since 1908. This product innovation propelled its entry into , beginning with in the 1960s, followed by broader rollout across the continent in the . The acquisition by took place around 1930, when J. Kitchen & Sons Pty Ltd, already controlled by , purchased the Rexona trademark and goodwill; shortly thereafter, merged with to form in 1930. The company integrated Rexona into its personal care portfolio, gradually shifting emphasis from soaps to and antiperspirants. This strategic move supported expansion into and the during the 1980s, establishing Rexona as a unified global brand. By the 1990s, it had become 's flagship offering. Key milestones underscore Rexona's dominance, including its recognition as the world's leading antiperspirant brand by , with annual turnover exceeding €2 billion. Rebranding efforts in the late and into the further solidified its identity, culminating in a 2021 global relaunch of core products featuring patented body-responsive technology for enhanced protection.

Products

Deodorants and antiperspirants

Rexona's core product range consists of deodorants and antiperspirants designed to combat sweat and odor, available in various formats to suit different user preferences and lifestyles. These include roll-ons, which apply a liquid formula directly to the skin for targeted coverage; aerosol and pump sprays for quick, even application without direct contact; solid sticks for a dry, non-messy option; and wipes for convenient on-the-go refreshment. The brand offers dedicated lines for men, women, and unisex options, ensuring broad accessibility across demographics. Key product lines target specific needs within these categories. The Rexona Men line, for instance, features variants like Sport Defense, formulated for active individuals requiring robust protection during physical exertion. For women, the Rexona Women line includes options such as Cotton , which emphasizes a soft, dry feel suitable for everyday use. Clinical strength variants, available in both gendered and forms, provide enhanced protection, with claims of up to 96 hours against sweat and odor for those with higher levels. The formulations typically incorporate aluminum-based compounds, such as aluminum chlorohydrate or aluminum zirconium tetrachlorohydrex gly, as the primary antiperspirant agents to temporarily block sweat glands. These are combined with fragrances for scent masking and skin-soothing ingredients like dimethicone or sunflower seed oil to minimize irritation. Certain formats are tailored for varying environmental conditions, such as extra-strength options like Cotton Dry, developed for humid climates to maintain efficacy in high-moisture areas. Across its global portfolio, Rexona offers an extensive array of product variants, emphasizing 48- to 72-hour and sweat protection in standard lines to support prolonged freshness. has evolved to modern recyclable plastics with at least 25% less material in some roll-ons to reduce environmental impact. Wipes provide a portable , often infused with similar antiperspirant and fragrance elements for instant control.

Key innovations and formulations

Rexona's MotionSense technology represents a significant advancement in antiperspirant formulation, featuring micro-capsules that encapsulate active fragrance ingredients and release them in response to body movement, providing continuous bursts of protection throughout the day. This patented system, exclusive to the brand, enhances control by activating precisely when needed, such as during , thereby extending beyond static applications. Developed through Unilever's research efforts, it integrates seamlessly into various product formats to deliver motion-activated freshness. Building on this, the TRIsolid formula introduces a multi-component approach to antiperspirant efficacy, combining clinical-strength actives for sweat reduction, advanced odor-neutralizing agents, and skin-conditioning elements in a solid stick delivery. This technology forms a deep protective barrier over sweat glands, offering up to 96 hours of protection when applied optimally, such as at night when glandular activity is lower, allowing better absorption and all-day responsiveness to individual body chemistry. The formulation's innovative layering ensures gentleness alongside high performance, minimizing irritation while targeting excessive perspiration. To address consumer needs for skin compatibility, Rexona has developed pH-balanced variants tailored for sensitive skin, incorporating moisturizing ingredients that maintain the skin's without disrupting its acidity levels. These formulations prioritize dermatological testing to reduce potential irritants, making them suitable for daily use on delicate underarm areas. In response to growing demands, Rexona introduced aluminum-free options in the 2020s, focusing on natural odor-fighting compounds that avoid synthetic antiperspirant salts while preserving environmental integrity. These variants, such as the 2025 Whole Body line, utilize biodegradable ingredients and are dermatologically tested for broad applicability, including sensitive areas, without compromising on 72-hour control. Unilever holds multiple patents for Rexona's capsule release systems, underpinning technologies like MotionSense and the micro-barriers in extended-protection formulas, which enable controlled ingredient deployment for superior sweat and management. is rigorously validated through over 200 clinical trials conducted by more than 60 scientists, including hot-room simulations and real-world tests with active participants to quantify sweat reduction, malodor inhibition, and sensory performance. Innovations like the SweatSense measurement tool, co-developed with the , further refine testing by providing visual sweat quantification, ensuring formulations meet high-impact standards for reliability.

International Presence

Brand name variations

Rexona, owned by , is marketed under several variant brand names across different regions to accommodate local availability, historical acquisitions, and market-specific portfolio strategies. The primary variants include , which has been used in the United States and since its launch there in 1990. Sure is the name employed in the , , and parts of and . Other designations encompass , applied in select markets such as for certain product lines, while Rexona itself is retained in , , and most of . These variations often stem from pre-existing trademarks held by other entities in specific countries, necessitating alternative naming to avoid legal conflicts, alongside Unilever's approach to tailored regional branding. The brand reaches over 100 countries with these adapted names, enabling broad global distribution while respecting local commercial landscapes.

Major markets and adaptations

Rexona maintains a strong global presence, operating in over 100 markets and generating approximately €2 billion in annual sales as one of Unilever's key power brands. In 2023, the brand achieved double-digit growth, driven by innovations like its 72-hour sweat and odor protection technology, which has been rolled out across more than 100 countries following extensive clinical testing. In 2024, Rexona contributed to Unilever's personal care underlying sales growth of 4.2%. As the world's bestselling , Rexona adapts its formulations to regional needs, including body heat-activated technology for enhanced performance and clinical-strength options for excessive sweating. In , Rexona was introduced in the mid-20th century initially as a before expanding into deodorants, becoming one of the early entrants in the personal care segment. The now leads in categories like roll-ons, with products tailored for the through stronger antiperspirant formulas to address high humidity and heat. Consumer trends show growing demand for long-lasting protection, contributing to Unilever's overall personal care underlying sales growth of 5.2% in 2024. In the United States, where Rexona is marketed as , the brand holds a leading position as a top antiperspirant worldwide, emphasizing clinical-strength variants for consumers seeking maximum dryness. Annual sales contribute significantly to the North American deodorants market, valued at USD 8.29 billion in 2024, with focusing on motion-activated protection amid rising interest in multi-format products like sprays and sticks. Brazil represents a key market in Latin America, where Rexona enjoys the highest brand popularity, particularly through sport-themed lines inspired by football to align with local consumer passions. In Australia, the brand's original home market since its founding in 1908, Rexona emphasizes natural ingredients such as essential oils and minerals in select formulations, like those with charcoal and lime for freshness. Across Europe, under the Sure name, the brand pushes eco-friendly initiatives, such as sustainable packaging and materials to meet sustainability demands. Adaptations for the include availability in countries like and the , with some variants certified to suit cultural preferences, alongside formulations for hot climates. Post-2020, Rexona has seen accelerated growth as part of Unilever's broader digital shift, with online channels now representing about 17% of Unilever's total sales as of 2025.

Marketing

Advertising campaigns

Rexona's advertising campaigns have centered on the theme of building confidence through reliable protection during , with the iconic slogan "It won't let you down" emphasizing motion-activated freshness and all-day assurance since the early 2000s. This core messaging promotes active lifestyles by highlighting how the brand's formulations enable users to move freely without worry, often featuring scenarios of everyday motion and sports. A pivotal , "Move More," launched in 2020 amid the , encouraged virtual fitness challenges and home workouts to foster confidence and activity during lockdowns. In markets like , it included a stay-at-home marathon promoted via targeted digital ads on and , resulting in 14x growth in sales and heightened brand relevance. The initiative expanded globally in , partnering with youth programs to remove barriers to movement and inspire millions to stay active. In 2024, Rexona shifted toward creator-led digital advertising, collaborating with influencers to depict authentic, real-life scenarios of confidence in motion, achieving success through organic and paid content. This approach integrated user-generated stories and short-form videos, boosting engagement and ad recall while aligning with the brand's . Television commercials have frequently featured athletes to embody the brand's active confidence theme, such as footballer in the 2023 "Not Done Yet" ad, which celebrated her resilience and return to the pitch. Similarly, NRL star starred in the 2024 "Bring the Heat" campaign, showcasing high-energy sports moments to highlight protection under pressure. Other endorsements included footballers like and , reinforcing the message across global markets. Reflecting broader industry trends, Rexona's media strategy has increasingly allocated budget to digital channels, with —its parent company—elevating social media spend to 50% of total by 2025, up from 30%, to leverage influencers and targeted online ads for greater reach and virality. This digital pivot has amplified campaigns like "Move More" and creator collaborations, driving measurable uplifts in awareness and sales.

Sponsorships and endorsements

Rexona has strategically partnered with major sports organizations to align its brand messaging of confidence and performance under pressure. As part of Unilever's personal care portfolio, Rexona served as an official sponsor of the , collaborating with on initiatives to promote women's and , including activations that extended beyond the tournament to grassroots programs. This commitment continued with events like the 2025 tour of the and trophies in , hosted by Rexona to inspire fans and aspiring athletes. In , Rexona maintains long-term club partnerships, including extensions with Manchester City in 2025 for both men's and women's teams, and across its squads, enabling matchday activations and fan experiences at venues like the Joie Stadium. Additionally, the brand renewed its sponsorship of CONMEBOL's and Sudamericana tournaments for 2025-2026, marking a return to South American since 2019. In cricket, Rexona became the Council's first global women-only partner in 2025, supporting the and other events to boost female participation. The brand has also secured endorsements from prominent athletes to embody its "It Won't Let You Down" ethos. In 2024, Rexona signed French international footballer as a , leveraging his profile to target male audiences through activations. Building on its focus, Rexona announced a multi-year partnership in 2025 with English Lioness defender , who promotes the brand's products while inspiring young girls to pursue sports and build confidence. Similar collaborations include players and , who feature in campaigns tying personal performance to Rexona's protection benefits. In 2024, Rexona expanded into with campaigns across platforms like and , partnering with regional creators in markets such as the Baltics to generate authentic content on staying active and fresh, resulting in high ad recall and viral engagement. Beyond traditional sponsorships, Rexona invests in community events to foster . The Rexona Confidence Academy, launched by in the mid-2010s, has conducted workshops for young women on , skills, and since at least 2018, training over 1.5 million college students by 2021 to transition confidently into professional life. During the , Rexona initiated the "Move More at Home" campaign, featuring a stay-at-home marathon to encourage , which drove a 14-fold increase in sales and heightened amid restricted events. These efforts underscore Rexona's broader in , including sponsorship of ™, to drive long-term growth in female participation and brand affinity.

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