Unilever is looking to improve its foothold in the naturals sector by putting minerals into a new range of Sure anti-perspirant deodorants. Sure Natural Minerals is said to combine expert anti-perspirant technology with natural extracts and natural minerals in the form of a naturally occurring mineral complex.
“With eight out of ten consumers agreeing that they are interested in natural products we developed Sure Natural Minerals which combines natural ingredients with anti-perspirant active to respond to this growing trend,” says Estelle Alty, senior brand manager – female deodorants, Unilever UK. “We have developed a product that offers mainstream shoppers a more natural choice without them having to compromise on efficacy.”
The company is anticipating a high trial rate thanks to a £6m media support package and good repeat sales because of the 48 hour protection claim.
Fragrance options are Pure (range blossom & cranberry) and Fresh (olive leaf & pink pepper) and the product is available in aerosol and roll-on formats.