Rexona

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Rexona is an Australian

While marketed under the Rexona name in most countries, it is known as Rexena (Japanese: レセナ; Korean: 레세나) in Japan and South Korea, Sure in the United Kingdom, Ireland, and India, Shield in South Africa, and Degree in the United States and Canada.

The Rexona aerosol spray deodorant range are manufactured in Australia. All the Rexona deodorant types (roll ons, etc.) are now manufactured in the Philippines.^{[citation needed]}

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, which became Unilever following a merger with Dutch company Margarine Unie^[1] 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.^{[citation needed]}

Internationally

India

In India, it was launched in 1947 as a rival to Hamam, then a Tata product, then Hindustan Unilever. 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.^{[citation needed]}

United States

Degree is a brand of

In June 8, 2021, Helen of Troy announced it has sold its personal care business, including Sure to Tengram Capital Partners (High Ridge Brands). [6]

Marketing

The Rexona and Sure brands were sponsors for the

Rexona, Rexena, and Sure brands are the sponsors of the English football clubs Southampton, Chelsea, Wolverhampton Wanderers, and Manchester City.^[7][8] Rexona and Sure brands also sponsor the top Spanish football competition, La Liga, for the Latin American, African and Southeast Asian markets.^[9]

References