Rexona is an
Australia
Australia, officially the Commonwealth of Australia, is a country comprising mainland Australia, the mainland of the Australia (continent), Australian continent, the island of Tasmania and list of islands of Australia, numerous smaller isl ...
n
deodorant
A deodorant is a substance applied to the body to prevent or mask body odor caused by bacterial breakdown of perspiration, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents sweating itself, t ...
and
antiperspirant
A deodorant is a substance applied to the body to prevent or mask body odor caused by bacterial breakdown of perspiration, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents sweating itself, t ...
brand owned by the
British
British may refer to:
Peoples, culture, and language
* British people, nationals or natives of the United Kingdom, British Overseas Territories and Crown Dependencies.
* British national identity, the characteristics of British people and culture ...
-
Dutch company
Unilever
Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever B ...
.
While marketed under the Rexona name in most countries, it is known as Rexena (; ) in
Japan
Japan is an island country in East Asia. Located in the Pacific Ocean off the northeast coast of the Asia, Asian mainland, it is bordered on the west by the Sea of Japan and extends from the Sea of Okhotsk in the north to the East China Sea ...
and
South Korea
South Korea, officially the Republic of Korea (ROK), is a country in East Asia. It constitutes the southern half of the Korea, Korean Peninsula and borders North Korea along the Korean Demilitarized Zone, with the Yellow Sea to the west and t ...
, Sure in the
United Kingdom
The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...
,
Ireland
Ireland (, ; ; Ulster Scots dialect, Ulster-Scots: ) is an island in the North Atlantic Ocean, in Northwestern Europe. Geopolitically, the island is divided between the Republic of Ireland (officially Names of the Irish state, named Irelan ...
, and
India
India, officially the Republic of India, is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area; the List of countries by population (United Nations), most populous country since ...
, Shield in
South Africa
South Africa, officially the Republic of South Africa (RSA), is the Southern Africa, southernmost country in Africa. Its Provinces of South Africa, nine provinces are bounded to the south by of coastline that stretches along the Atlantic O ...
, and Degree in the
United States
The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
and
Canada
Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...
.
The Rexona aerosol spray deodorant range are manufactured in
Australia
Australia, officially the Commonwealth of Australia, is a country comprising mainland Australia, the mainland of the Australia (continent), Australian continent, the island of Tasmania and list of islands of Australia, numerous smaller isl ...
. All the Rexona deodorant types (roll ons, etc.) are now manufactured in the Philippines.
History
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 manufacturer
Lever Brothers
Lever Brothers was a British manufacturing company founded in 1885 by two brothers: William Lever, 1st Viscount Leverhulme, William Hesketh Lever, 1st Viscount Leverhulme (1851–1925), and James Darcy Lever (1854–1916). They invested in and su ...
, which became
Unilever
Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever B ...
following a merger with Dutch company
Margarine Unie
Naamloze Vennootschap Margarine Unie (English: Margarine Union Limited) was a Dutch company formed in 1927 in Oss by the merger of four margarine companies, Antoon Jurgens United, Van den Bergh's, Centra, and Schicht's. Margarine Unie was the do ...
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.
Internationally
India
In
India
India, officially the Republic of India, is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area; the List of countries by population (United Nations), most populous country since ...
, it was launched in 1947 as a rival to
Hamam
A hammam (), also often called a Turkish bath by Westerners, is a type of steam bath or a place of public bathing associated with the Islamic world. It is a prominent feature in the Islamic culture, culture of the Muslim world and was inherited ...
, then a
Tata product, by then
Hindustan Unilever
Hindustan Unilever Limited (HUL) is an Indian fast-moving consumer goods company, headquartered in Mumbai. It is a subsidiary of the Anglo-Dutch company Unilever. Its products include foods, beverages, cleaning agents, personal care products a ...
. 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.
United States
Degree is a brand of
antiperspirant
A deodorant is a substance applied to the body to prevent or mask body odor caused by bacterial breakdown of perspiration, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents sweating itself, t ...
for both
men and women that is manufactured by
Unilever
Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever B ...
. It comes in stick, gel, and spray forms. The stick form often comes with slogans pressed into the
deodorant
A deodorant is a substance applied to the body to prevent or mask body odor caused by bacterial breakdown of perspiration, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents sweating itself, t ...
itself by the protective seal. For example, "Cool Rush" comes with the slogan "Take The Risk". The Degree brand name was created by
Helene Curtis, which Unilever acquired in 1996.
Sure brand
In the
United States
The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
, Sure is an antiperspirant brand created by
Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/con ...
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, after P&G had acquired
Gillette
Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). Based in Boston, Massachusetts, United States, it was owned by The Gil ...
. The brand's ownership transferred to
Helen of Troy Limited
Helen of Troy Limited is an American publicly traded designer, developer and worldwide marketer of consumer brand-name housewares, health and home, and beauty products under owned and licensed brands. It is the parent corporation of OXO Interna ...
, which acquired the brand from Innovative Brands in March 2010. 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).
Marketing
Rexona sponsored the
Williams F1 team from 2015 to 2019. The brand had previously sponsored the
Lotus F1
Lotus F1 Team was a British Formula One racing team. The team competed under the Lotus name from until , following the renaming of the former Renault in Formula One, Renault team based at Enstone in Oxfordshire. The Lotus F1 Team was majority ...
team from 2012 to 2014 season.
Rexona also developed a flash
platformer
A platformer (also called a platform game, and sometimes a jump 'n' run game) is a subgenre of action game in which the core objective is to move the player character between points in an environment. Platform games are characterized by levels wi ...
called "Power Pamplona", which involves a bull runner racing across various countries.
Rexona, Rexena, and Sure brands are the sponsors of the English
football
Football is a family of team sports that involve, to varying degrees, kick (football), kicking a football (ball), ball to score a goal (sports), goal. Unqualified, football (word), the word ''football'' generally means the form of football t ...
clubs
Southampton
Southampton is a port City status in the United Kingdom, city and unitary authority in Hampshire, England. It is located approximately southwest of London, west of Portsmouth, and southeast of Salisbury. Southampton had a population of 253, ...
,
Chelsea,
Wolverhampton Wanderers
Wolverhampton Wanderers Football Club ( ), commonly referred to as Wolves, is a professional association football, football club based in Wolverhampton, England. The club competes in the Premier League, the top tier of English football league s ...
, and
Manchester City
Manchester City Football Club is a professional association football, football club based in Manchester, England, that competes in the Premier League, the English football league system, top flight of Football in England, English footbal ...
. Rexona and Sure brands also sponsor the top Spanish football competition,
La Liga
The Campeonato Nacional de Liga de Primera División, commonly known as the Primera División or La Liga, and officially known as LaLiga EA Sports for sponsorship reasons, is a professional association football league in Spain and the highest ...
, for the
Latin America
Latin America is the cultural region of the Americas where Romance languages are predominantly spoken, primarily Spanish language, Spanish and Portuguese language, Portuguese. Latin America is defined according to cultural identity, not geogr ...
n,
Africa
Africa is the world's second-largest and second-most populous continent after Asia. At about 30.3 million km2 (11.7 million square miles) including adjacent islands, it covers 20% of Earth's land area and 6% of its total surfac ...
n and
Southeast Asia
Southeast Asia is the geographical United Nations geoscheme for Asia#South-eastern Asia, southeastern region of Asia, consisting of the regions that are situated south of China, east of the Indian subcontinent, and northwest of the Mainland Au ...
n markets.
References
External links
*
{{Unilever
Hygiene
Unilever brands
Helen of Troy Limited
Personal care brands
Products introduced in 1908