The Globe and Mail

Go to the Globe and Mail homepage

Jump to main navigationJump to main content

Press release from PR Newswire

Sure antiperspirant and deodorant Reveals New Packaging and Introduces Conditioning Solids

Tuesday, May 07, 2013

Sure antiperspirant and deodorant Reveals New Packaging and Introduces Conditioning Solids

15:31 EDT Tuesday, May 07, 2013

NEW YORK, May 7, 2013 /PRNewswire/ -- Sure® antiperspirant and deodorant has unveiled a new packaging design and added two conditioning solids to its product line. With its latest adaptations, Sure intends to cater to its current consumers as well as source new female users.

Sure's updated packaging features an infinity band to convey the brand's message of continuous protection that lasts all day. The colored infinity bands, which are softer shades of purple, pink, blue, green and orange, differentiate the scents, while the packaging stays clean and confident. The overall design, including the new purple, curved cap offers a proprietary look which is sleek, feminine and modern. 

To further appeal to loyal users as well as attract new ones, Sure created a Vitamin Infusion Conditioning Solid and a Pure Essence Conditioning Solid. These pH-balanced invisible formulas provide lasting odor and wetness protection and work to reduce irritation and smooth skin. The unscented Vitamin Infusion variety conditions and repairs skin with Vitamins A and E, while the Pure Essence Conditioning Solid features a light fragrance and soothing aloe extracts.

"We are proud to introduce our redesigned packaging and innovative new varieties," says Rick Cutler, Marketing Director at Idelle Management Company. "While most of the deodorant category is currently chasing a scent story, Sure stands out for offering lasting protection and light fragrances that don't compete with a woman's perfume or lotion."

Sure's new packaging and conditioning solids are currently available nationwide at major drug and grocery stores, including Walmart, Target, CVS, Walgreens, Rite Aid, Kroger, Meijer, Safeway, Publix and HEB. Products include Unscented, Regular Scent, Fresh Scent, Powder Scent, Vitamin Infusion and Pure Essence and retail for $1.99 to $2.99 each.

About Sure®  First introduced to the U.S. market in 1973, Sure® remains a leading antiperspirant and deodorant brand. Sure provides outstanding odor and wetness protection for both men and women.  In the 1980's, the brand ran one of the most memorable advertising campaigns with the slogan, "Raise your hand if you're Sure." Additional information about Sure is available at

About Idelle  Sure® antiperspirant and deodorant is distributed by Idelle Labs Ltd., a division of Helen of Troy Limited (NASDAQ, NM: HELE). Idelle Labs manufactures and distributes personal care products including PERT Plus, Infusium, Brut, and Sure in the United States and Canada. 


For further information: Kira Kohrherr, K Public Relations LLC, 646.756.4217,; Liz Graham, K Public Relations LLC, 646.756.4209,

  • The Globe and Mail Newspaper

    Newspaper delivered to your doorstep. subscribe

  • Globe Unlimited

    Digital all access pass across devices. subscribe

  • The Globe and Mail App

    The New Globe and Mail App for iPhone®, iPad® and Apple Watch download

  • Globe2Go

    The digital replica of our newspaper. subscribe

  • Globe eBooks

    A collection of articles by the Globe. subscribe

See all Globe Products

Advertise with us

Your number one partner for reaching Canada's Influential Achievers. learn more

The Globe at your Workplace
Our Company
Secure Service
Customer Service
Advertising Privacy
Globe Recognition
Mobile Apps
Other Sections