Online Exclusives

Shoring Up Sure

By Christine Esposito , Associate Editor | April 3, 2013

Idelle Labs refreshed an iconic brand.

“Raise your hand if you're Sure" is surely on the list of the most memorable ad campaigns in the HBA market. Who can forget those confident men and women—the traffic cop, the golfer, the bridesmaid, lifting their arms high as they safely waved drivers through the intersection, chipped in from the bunker and caught that bridal bouquet—all without even a hint of underarm perspiration leaking through?

That 1980s ad campaign hit home with consumers who looked to Sure—which came to market in 1973 as a unisex product—for their antiperspirant and deodorant needs.

Back then, Sure was part of Procter & Gamble’s stable. But the Cincinnati CPG giant sold off the range in 2006 to Innovative Brands. At the time, Sure’s sales were in the area of $70 million, according to industry estimates.

But the idea of a unisex deodorant seems to have lost favor among consumers, who now gravitate toward products with scents that clearly skew to one sex or the other.

According to SymphonyIRI Group, sales of Sure deodorants were $35.1 million in supermarkets, drug stores, mass-market retailers, military commissaries and select club and dollar retail chains for the 52 weeks ending Feb. 24, 2013.

But Sure’s newest owner, Idelle Labs, is set on shoring up the AP/deodorant line.
 
 
Idelle Labs has been parent to Sure since Spring 2010, when Innovative Brands sold it to Helen of Troy Limited. As a subsidiary of Helen of Troy, Idelle handles Sure as well as Final Net hair spray, Brut men’s products and Sea Breeze skin care.

Idelle’s “staggered customer approach” to relaunch the Sure range started with new packaging.

Officials describe the new look as sleek, modern and feminine—and designed to appeal to women, which already account for the majority of its customer base. According to Idelle, the split between women and men is 70/30.

“In an attempt to further connect with our female consumer and source new female users, we've redesigned the packaging to create a more feminine look,” said Rick Cutler, director of marketing. “The new design features an infinity band which coveys Sure’s message of continuous protection that lasts all day.”

In addition, softer shades of purple, pink, blue, green and orange are used to differentiate the scents.
 
“The revamped symbolis more feminine than the circular image we used on our previous packaging,” said Cutler. “The overall design, including the new purple, curved cap offers a proprietary look which is sleek, feminine and modern, providing ‘skin care’ cues.”

Sure’s message centers on all-day protection with lighter fragrance loads that won’t compete with other products, like perfumes and body lotion. The Sure user, according to Idelle, wants to put on her deodorant and forget about it.

The mass channel, with the exception of Kmart, was stocked with the new packs at the start of the year. The refreshed SKUs were then rolled out to all drug and food accounts in February. The last redesign for the brand was in 2008.

“The intent of the re-stageis to cater to our current demographic and source new female users. We have found that the Sure consumer is very loyal, which is why we have redesigned the packaging, but havemaintainedthe classic formulas,” said Cutler.
 
In addition to keeping the classics, Idelle has rolled out Conditioning Solids, in “an effort to draw new consumers to the brand,” said Cutler. There are two variants: Vitamin Infusion with Vitamin A & E and Pure Essence with Aloe Extracts.

Both are said to reduce skin irritation and smooth rough spots, and they bring Sure in line with the skin care story that’s growing ever more prevalent in the sector.
 
blog comments powered by Disqus
  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • What

    What's In Your Formula?

    Christine Esposito, Associate Editor||September 1, 2016
    A look at the ingredients beauty brands are using to fuel their formulations and capture consumers’ attention.

  • A Sweet-Smelling Sanctuary

    A Sweet-Smelling Sanctuary

    Melissa Meisel, Associate Editor||September 1, 2016
    Home fragrance is enhanced by aromatic developments in delivery and components.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Jam On It!

    Jam On It!

    Melissa Meisel, Associate Editor||September 19, 2016
    Jamberry sees success in artsy nail accessories.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Vintage Glamour Rules the Runways at NYFW

    Vintage Glamour Rules the Runways at NYFW

    Melissa Meisel, Associate Editor||September 12, 2016
    A look at trends in cosmetics and hairstyling.

  • Rock n Roll

    Rock n Roll

    Melissa Meisel, Associate Editor||September 6, 2016
    A new sunscreen applicator is slowly making noise in the industry.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • ‘Lash’-ing Out!

    ‘Lash’-ing Out!

    Christine Esposito, Associate Editor||August 29, 2016
    All eyes are on Lash Star Beauty, a lash-centric beauty brand that recently made its QVC debut.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • And Now for Something Completely Different…

    And Now for Something Completely Different…

    August 15, 2016
    Phlur is out to make you rethink fragrance packaging.

  • The Butler Does It

    The Butler Does It

    August 15, 2016
    A new green cleaning product at your service.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • It

    It's a Shoe In!

    Melissa Meisel, Associate Editor||August 8, 2016
    Butter London links up with footwear designer for special collaboration.

  • The Power of Three

    The Power of Three

    Melissa Meisel, Associate Editor||August 1, 2016
    Iles Formula tri-system for tresses garners a celebrity following.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Cozy Makes a Splash

    Cozy Makes a Splash

    Melissa Meisel, Associate Editor||July 25, 2016
    Expands reach in CVS and introduces new collection.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Naterra Expands Tree Hut Range

    Naterra Expands Tree Hut Range

    Melissa Meisel, Associate Editor||July 18, 2016
    New ‘Bare’ collection is out now.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.