About Rexona
Overview
Rexona is a global personal care brand specializing in antiperspirants and deodorants. Originally founded in Australia in 1908, it is now owned and marketed by Unilever, one of the world’s largest consumer goods companies. Rexona is recognized for its focus on sweat protection and odor control, with the brand slogan “It Won’t Let You Down.” It is sold in more than 100 countries, although it is marketed under different names in several regions. [1]
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Brand: Rexona
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Product category: Antiperspirants and deodorants
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Founded: 1908
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Country of origin: Australia
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Owner: Unilever
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Industry: Personal Care
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Markets: Worldwide
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Tagline: It Won’t Let You Down [2]
History
Rexona was established in 1908 in Australia by Alice Sheffer, the wife of Sheldon Drug Company founder Samuel Fuller Sheffer. Alice, a physician, sought to create personal care products that combined effective ingredients with pleasant fragrances. Rexona soap quickly became the company’s best-selling product. [3]
During the 1930s, Rexona was acquired by Lever Brothers, which later became part of Unilever following its merger with Margarine Unie. Under Unilever’s ownership, the brand expanded internationally and diversified into deodorants and antiperspirants. [4]
In the 1960s, Rexona introduced one of the first modern antiperspirants, helping establish a new category of personal care products. Over the following decades, it expanded into markets across Europe, Asia, Latin America, Africa, and Oceania. [5]
Global Branding
Although the products are largely similar, Rexona is sold under different names depending on the country:
| Region | Brand Name |
|---|---|
| Australia, Latin America, Southeast Asia | Rexona |
| United States & Canada | Degree |
| United Kingdom, Ireland & India | Sure |
| Japan & South Korea | Rexena |
| South Africa | Shield |
Products
Rexona offers a wide variety of personal care products designed to reduce perspiration and prevent body odor, including:
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Aerosol spray antiperspirants
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Roll-on deodorants
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Stick deodorants
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Clinical-strength antiperspirants
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Invisible anti-stain deodorants
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Men’s product lines
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Women’s product lines
Many products are available in fragrances tailored to different lifestyles and levels of physical activity. [6]
Technology and Innovation
One of Rexona’s most recognized innovations is MotionSense™ Technology, introduced during the 2000s. The technology uses fragrance microcapsules that break during movement, releasing additional freshness as the wearer becomes more active. This innovation reflects the brand’s focus on providing protection during exercise and daily movement. [7]
Other technologies introduced by the brand include:
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Clinical-strength sweat protection
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Invisible Dry technology to reduce white marks and yellow stains on clothing
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Long-lasting odor and wetness protection
Marketing
Rexona has positioned itself as a brand that encourages people to stay active with confidence. Its advertising commonly features athletes, fitness enthusiasts, dancers, and everyday consumers engaged in physical activities.
The brand has partnered with numerous sporting organizations and athletes over the years, including sponsorships involving professional rugby teams, tennis players, and other sports figures. [8]
Sustainability
As part of Unilever’s personal care portfolio, Rexona participates in initiatives aimed at:
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Increasing recyclable packaging
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Reducing greenhouse gas emissions
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Using more sustainable ingredients where possible
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Improving manufacturing efficiency
These efforts align with Unilever’s broader environmental commitments. [9]
Market Presence
Today, Rexona is among the world’s leading deodorant brands and is available across:
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Europe
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Asia-Pacific
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Latin America
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Middle East
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Africa
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Australia
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Selected North American markets (under the Degree brand)
The brand serves millions of consumers and continues to introduce new formulations for different skin types, activity levels, and fragrance preferences. [10]
Brand Identity
Rexona’s brand philosophy centers on helping people move with confidence by providing dependable sweat and odor protection. Its long-running slogan, “It Won’t Let You Down,” emphasizes reliability during everyday activities and physical exertion. [11]
