Unilever’s Sure deodorant brand is positioning its new Maximum Protection cream deodorant for men and women nearer the medical antiperspirant sector at retail, in a bid to attract what it calls the “anxious sweaters” category, in a first for the personal care giant.
Unilever is aiming the product at people who feel they experience higher than average levels of sweat, particularly during times of stress, nervousness and anxiety. The new range, a cream format for both men and women, is said to offer up to 48 hours protection, and will be situated near the medical, high performance antiperspirants in retail.
Sure Maximum Protection, which launches in January, also carries a surprising level of packaging for a cream format, coming in a box with a leaflet inside. Unilever says that this is because they needed to give customers further instruction on how to use this product, due to its high performance nature.
The product will retail at £4.99 for 45ml and will be supported by a television advertising campaign in the spring.