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.
 
  • Trade Association Directory 2017

    February 2, 2017
    Contact details of trade associations that serve various segments of our industry and are mentioned frequently in Happi.

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Coast To Coast

    Coast To Coast

    Melissa Meisel, Associate Editor||January 30, 2017
    Natural hand wash brand is aiming to make an environmental difference.

  • Switch It Up

    Switch It Up

    Christine Esposito, Associate Editor||January 30, 2017
    Chicago startup seeks to shake up the AP/deo category with a new launch that meshes sustainability, style and scent.

  • Skin of Color Society Connects Experts

    Skin of Color Society Connects Experts

    Melissa Meisel, Associate Editor||January 16, 2017
    Dermatologists from across the nation share information and ideas.

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Pro Pigments

    Pro Pigments

    Melissa Meisel, Associate Editor||December 12, 2016
    Makeup brand Kryloan has a rich history in the industry and now open doors at a NYC flagship.

  • Fast Forward

    Fast Forward

    Melissa Meisel, Associate Editor||December 12, 2016
    Doug Cooper of IP Brands is thinking ahead when it comes to beauty trends.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • 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.