Anti-perspirant brand Sure has bolstered its Maximum Protection and Sure Core lines. The move is part of Unilever’s long-term strategy to expand Sure’s ‘Good-Better-Best’ tiered product portfolio and reinvigorate the deodorant category to drive value and volume growth.
The Sure Maximum Protection range is now available for the first time with a floral scent – Freesia and Water Lily. The company noted that floral scents are popular across the female personal care category, and the innovation was developed because of the success of flower-based fragrances within its Sure Non-stop range.
The brand’s entry-level Sure Core range has also been updated to tap into the floral fragrance trend with Sure Women Anti-Perspirant Light and Fresh.
Meanwhile, Sure Men Anti-Perspirant Sport Defence has received a full packaging refresh to appeal to the interest in football from male consumers ahead of UEFA EURO 2024, where Sure, alongside Dove and Lynx, are official partners of the tournament.
The Sure Maximum Protection range is being supported by a social-first campaign running from this month, backed by a £2m media investment. Sure will collaborate with influencers to identify potential ‘moments of sweat anxiety’ and highlight the products’ superior protection, alongside new fragrances and on-trend packaging.
Monique Rossi, General Manager, Deodorants, Unilever UKI, said: “We know that fragrance is a top need in the deodorants category, and therefore, we’re constantly looking to offer consumers a choice of scents that are on trend and desirable. On top of this, innovation is a vital tool when it comes to encouraging trial purchase within personal care, and these new products will give more options than ever to shoppers.
“Our work with influencers through the social-first campaign will help us reach consumers where they are online and be part of the conversation to drive visibility and awareness of the range. This will be vital ahead of a busy summer period with our deodorant brands sponsoring UEFA EURO 2024. This investment is part of our ongoing long-term strategy to continue to deliver growth for the category and delight both our consumers and customers.”
Sure Maximum Protection Freesia and Water Lilly (150ml – RRP £5.00), Sure Essentials Women Anti-Perspirant Light and Fresh (200ml – RRP £2.25), and Sure Essentials Men Anti-Perspirant Sport Defence (200ml – RRP £2.25) are rolling out across grocery, health & beauty, and online channels.
