Sure for Women to relaunch with 9m campaign

Unilever is backing the relaunch of its market-leading Sure for Women deodorant brand with a £9m marketing push.

The home and personal care giant is rolling out new pack designs featuring a more "feminine shape" and has reformulated across the core Sure for Women range and its Crystal range of "anti-white" marks deodorants. The new products will be rolled out this month.

It will be backed by a £9m campaign comprising TV, print, sampling and PR activity through the year. Unilever aims to reinforce its positioning as providing protection for women "that works in sync with you".

It also hopes the redesign will help create stronger differentiation across its product lines and encourage consumers to "trade up" from other less effective brands.

As part of the revamp Unilever has extended its product range with the launch of number of new variants including Biorhythm under its Sure for Women range and Clear Pure under its Crystal range.

Sure for Women is among the UK’s leading deodorant brands reporting an 11.5% share of the market last year.

Last month rival Nivea, the Beiersdorf-owned beauty brand, confirmed it was overhauling its deodorant range in a bid to take on Sure (MW Jan 4). The company is spending £5m on a revamp of the packaging and a major new campaign, marking its first major focus on the brand since it was launched in 2002.