New technology for Rexona
Rexona has long been one of the world’s biggest deodorant brands. We know from our consumer understanding that people love its performance and, most importantly, its fragrance.
However, as with all deodorants, the fragrance slowly faded over the course of the day. The conventional wisdom was that there was nothing that could be done about that, but we developed a new technology to combat the problem.
Released through friction
We introduced Motionsense technology in 2011 with Rexona deodorant products. It’s a new way of wrapping the fragrance up in tiny bundles that open slowly throughout the day when the body moves, releasing it when it’s most needed. Subsequent testing showed that this gives Rexona a clear win over its key competitors.
Award-winning package design
Rexona for Women was re-launched with a stunning new ergonomic aerosol design which received the BAMA (British Aerosol Manufacturers' Association) award for economic sustainability.
The distinctive can, which has been shaped fully along its length, includes a spray-through actuator with a unique button mechanism. Initial tests showed that consumers prefer the new version over the old design, and that they liked it better than our competitors’ packaging.
Also, the new aerosols don’t include caps which – as consumer evidence suggests – are regularly discarded after first use.
The overall goal of developing this new range was to redefine the experience of a deodorant aerosol and reinvent performance for women, in products that have a truly feminine identity. In addition, the new mix has had a positive impact on Unilever’s manufacturing process where we now score better on waste reduction and safety.
Rexona for Women with Motionsense technology is available in Europe, Central & Eastern Europe, the United States of America and Canada.