Unilever set to unveil Sure deodorants for teenagers

Unilever is planning a major assault on teenagers with a new range of of antiperspirants under its Sure brand.

The company is understood to be developing products that could include variants such as Sure Teens Crazy Violet and Sure Teens Candy Revolution. It has already launched the products in Latin America, where Sure is known as Rexona.

The move is in line with current trends in the deodorant market, which has seen companies focusing new launches on specific niche markets. The teenage market has yet to be exploited by manufacturers, who have concentrated on male-focused variations and anti-white mark deodorants.

Unilever has already reformulated its Sure for Women range, introduced new pack designs and launched the Sure Crystal range of anti-white mark products.

Unilever dominates the deodorant market with Sure, Lynx, and Dove but competition in the category has been intensifying as other manufacturers have made significant moves in terms of product development and variations.

In June, Henkel put £5m behind a revamp of Right Guard, while rivals Beiersdorf and Sara Lee have also created new products under their respective Nivea and Radox brands (MW February 15).