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NEW YORK — Idelle Labs Ltd. unveiled a new packaging design for Sure antiperspirant and deodorant and has added two conditioning solids to the product line.
The Helen of Troy Ltd. subsidiary said 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," according to the company.
Idelle noted that with the packaging update, Sure aims to cater to its current consumers as well as source new female users. The overall design, including the new purple, curved cap offers a proprietary look which is sleek, feminine and modern.
In addition, Sure has created a Vitamin Infusion Conditioning Solid and a Pure Essence Conditioning Solid.
The pH-balanced invisible formulas are designed to 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," stated Rick Cutler, marketing director at Idelle Management Co. "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."
Idelle said Sure’s new packaging and conditioning solids are now available nationwide at major drug and grocery stores, including Walmart, Target, CVS, Walgreens, Rite Aid, Kroger, Meijer, Safeway, Publix and H-E-B.
Products include Unscented, Regular Scent, Fresh Scent, Powder Scent, Vitamin Infusion and Pure Essence and retail for $1.99 to $2.99 each.
