Leading deodorant brand Sure is expanding its 72-hour Non Stop Protection range with the introduction of patented Body Heat Activated technology.
The brand noted that sweat protection remains the number one deodorant need for UK shoppers, where nearly two-thirds (63%) of UK consumers still experience odour and sweat issues, and 66% of these consumers want a deodorant that works better in extreme conditions. Sure’s new Body Heat Activated technology addresses this demand and provides protection for all conditions. Activated by the body’s natural heat, the deodorant’s protective barrier strengthens as temperatures rise, forming a blockade against sweat for 72 hours. This Body Heat Activated technology is claimed to set a new standard for the deodorant category.
The upgraded 72-hour Non Stop Protection range will be supported by a £10m marketing investment, including a 360 ATL campaign running across TV and social media. Fanzone product sampling will also take place during Euro 2024 at key match viewing venues in London, including Boxpark Shoreditch and Pop Brixton. The campaign will run from May to September, alongside instore activations and a consumer PR campaign to support the launch.
Joining the portfolio is Sure Women Pure Melon & Aloe 72-Hour Non Stop Protection and Sure Men Thermo Fresh 72-Hour Non Stop Protection. A refreshed packaging design is also rolling out across the enhanced Non Stop Protection range, communicating the Body Heat Activated message in a bold orange colour.
The expanded 72-hour Non Stop Protection range now offers seven female and seven male fragrances, available in both 150ml and 250ml sprays, with the smaller SKUs designed to drive trial.
Monique Rossi, General Manager, Deodorants, Unilever UKI, said: “We know there is clear and continuous concern for consumers around controlling sweat. So, as the number one deodorant brand, Sure takes great strides to remain at the forefront of innovation, pushing boundaries and developing products with superior technology.
“No matter how hot you get, our patented technology in the Sure Non Stop Protection range will help keep shoppers dry and protected. It also gives the brand a clear point of difference and consumers a clear reason to trade-up within the deodorant category. In store, we work closely with our retail partners to bring excitement to the personal care aisles and deodorant shelves through standout point-of-sale materials and tiered merchandising practices, ensuring the shelves reflect how shoppers engage with the category.”
