Unilever UK has added Maximum Protection Tri-Solid cream variants to its Sure Women, Sure Men and Dove brands.
The deodorant is designed to create a more accessible super efficacy sector and will benefit from pound;4.5m marketing support package.
Lousie Brunt, deodorant senior category manager at Unilever UK, said: “This new product is scientifically proven to deliver the maximum protection from two of the category’s most well known and respected brands – Sure Dove.
“Research shows that almost a fifth of the UK population consider themselves to be heavy sweaters and readily apply antiperspirant several times a day. Sure Dove Maximum Protection uniquely targets these consumers by offering a mainstream product that delivers twice the protection against sweat of the best selling antiperspirant product while also caring for their skin.
“It will drive value through its reassurance to prevent heavy sweating and its premium positioning.”
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