SURE Women has launched two new antiperspirants in its Maximum Protection range.
And brand owner Unilever reckons sport and stress will provide opportunities to realise new sales because high-strength products are growing fast.
Sure Maximum Protection Stress Control and Sure Maximum Protection Sport Strength will feature in a £3.5m marketing campaign starting in April and including TV advertising.
Brand manager for Sure at Unilever Claudio Bellen said: “The high efficacy segment of the deodorants category is growing year on year and represents the single biggest sales opportunity for value growth in deodorants.
“This is due to consumers being willing to trade up to a product that will meet their needs.
“Sure Maximum Protection taps into this sales potential as it offers double the protection of the leading antiperspirant in a unique cream format.”
The launch coincides with packaging and fragrance updates across the Maximum Protection range.
Bellen added: “The two new variants contain TRIsolid body responsive technology that is specifically proven to protect against sweat.”
