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| Product type | Antiperspirantdeodorant |
|---|---|
| Owner | Unilever |
| Country | Australia |
| Introduced | 1908; 118 years ago (1908) |
| Related brands |
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| Markets | Worldwide |
| Previous owners | Helene Curtis (Degree in the US & Canada) |
| Tagline | It won't let you down |
| Website | www |
Rexona is an Australiandeodorant andantiperspirant brand owned by theBritish consumer goods companyUnilever.
While marketed under the Rexona name in most countries, it is known asRexena (Japanese:レセナ;Korean:레세나) inJapan andSouth Korea,Sure in theUnited Kingdom,Ireland, andIndia,Shield inSouth Africa, andDegree in theUnited States andCanada.
The Rexona aerosol spray deodorant range are manufactured inAustralia. All the Rexona deodorant types (roll ons, etc.) are now manufactured in the Philippines.[citation needed]
Rexona was created in Australia in 1908 by Alice Sheffer, the wife of Samuel Fuller, who established the Sheldon Drug Company. In about 1930, Rexona was taken over by British soap manufacturerLever Brothers, which becameUnilever following a merger with Dutch companyMargarine Unie.[1] Unilever integrated Rexona into its global personal care line-up of brands. 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.[citation needed]
InIndia, it was launched in 1947 as a rival toHamam, then aTata product, by thenHindustan 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.[citation needed]
Degree is a brand ofantiperspirant for bothmen and women that is manufactured byUnilever. It comes in stick, gel, and spray forms. The stick form often comes with slogans pressed into thedeodorant itself by the protective seal. For example, "Cool Rush" comes with the slogan "Take The Risk". The Degree brand name was created byHelene Curtis, which Unilever acquired in 1996.[2]
In theUnited States, Sure is an antiperspirant brand created byProcter & Gamble in 1972, marketed to both men and women. Innovative Brands, LLC, a portfolio company of Jahm Najafi Companies, acquired the brand from Procter & Gamble in September 2006,[3] after P&G had acquiredGillette.[4] The brand's ownership was transferred toHelen of Troy Limited, which acquired the brand from Innovative Brands in March 2010.[5] Since being acquired by Helen of Troy in the United States, Sure is now marketed exclusively as a woman's antiperspirant. Although the brand already exists in the United States, Sure exists as a brand in the UK, Ireland and India, as the localized branding of Rexona, which has no connection to Sure's branding in the US.
On June 8, 2021, Helen of Troy announced it has sold its personal care business, including Sure to Tengram Capital Partners (High Ridge Brands).[6]
Rexona sponsored theWilliams F1 team from 2015 to 2019. The brand had previously sponsored theLotus F1 team from 2012 to 2014 season.
Rexona also developed a Flashplatformer called "Power Pamplona", which involves a bull runner racing across various countries.
Rexona, Rexena, and Sure brands are the sponsors of the Englishfootball clubsSouthampton,Chelsea,Wolverhampton Wanderers, andManchester City.[7][8] Rexona and Sure brands also sponsor the top Spanish football competition,La Liga, for theLatin American,African andSoutheast Asian markets.[9]
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