Rexona

Today when we use our deodorants before starting the day, it seems like a basic product that fits into our lives logically, because it answers to a need that humans may have since ever: covering transpiration odors. Yet, what if we tell you that the first deodorant (which was actually more like a “deo-soap”) was in fact introduced in France only 50 years ago?… Doesn’t seem like a basic product anymore, right ?!

It is the brand Unilever who created the brand “Rexona” in 1957, and launched the first “deo-soap” in France. Then of course, other brands followed the trend. 

As a pioneer, Rexona has the responsibility to innovate permanently to keep this image. She (yes, Rexona sounds like a girl’s name, so we assume it is a “she”!) has to innovate to answer to her consumers’ basic needs –covering odors, but also to answer to less obvious ones: avoiding white traces that can be embarrassing when wearing shirts or dresses, young girls special needs towards transpiration due to puberty, etc…

Rexona seems to well understand that under-arms products concern everyone, so she offers a range that fits to three different targets: women, men, and teenage girls. 

But because 50 years have passed since the first launch of its very innovative “deo-soap”, consumers tend to forget she was the pioneer on the market. Because of this, she has to prove even more today her uniqueness and her knowledge on the deodorant market, and to do so through innovative packaging and products.

This is why, in 2008, she launched a new format for her roller-deo with the roller “down”. With this new format, she answers a basic need that is to be able to “finish” the whole product, which was impossible before (remember you fighting with your roller-deo, shaking it so the liquid could finally go from the bottom of the tube to the roller – yes, like you still do with your shampoo or your shower gel!)

To conclude, innovation is the reflection of Rexona’s personality and image. It is a way for her to maintain brand awareness toward potential consumers, and also to assert her leader position.