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.
 
  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna , Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex  Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.


  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Help for Up Above

    Help for Up Above

    Christine Esposito, Associate Editor||November 14, 2016
    A brand from Down Under is touting a new formulation for what’s missing on top.

  • Skin Care Sensation

    Skin Care Sensation

    Melissa Meisel, Associate Editor||November 7, 2016
    Circ Cell aims to be unique with formulations that uphold skin tone.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Free and Clear

    Free and Clear

    Melissa Meisel, Associate Editor||October 17, 2016
    OY-L aims for zero-chemical skin care.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Restoring Rembrandt

    Restoring Rembrandt

    Christine Esposito, Associate Editor||September 26, 2016
    Ranir LLC has acquired Rembrandt, an iconic name in teeth whitening, and plans to make it a staple in the value segment.

  • 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.