2000 to today
We've used our expertise to revolutionise our antiperspirant technology. Introducing: Motionsense™. A body-responsive technology that reacts to your every move. Unique microcapsules contain specially designed fragrances. When you move, the friction breaks the capsules delivering a burst of freshness when you need it most.
1990s: Rexona goes Pro Sport
Sure® entered the world of professional sports, backing some of the world’s best sports men and women: tennis champion Steffi Graf, the All Blacks, the Springboks, mountain biker Darren Berrelcloth, BASE jumper Miles Daisher, survivalist Bear Grylls, tennis champion David Nalbandian, cricketer Andrew Flintoff and the Lotus F1™ Team.
1980s: Global Expansion
Sure® continued to expand, bringing superior sweat protection to people all over the globe. Today, it’s known around the world as Rexona, Rexena, Shield, Degree or Sure® – depending on where you are. The name may have changed, but our dedication to superior performance has stayed the same.
1960s: Creating a new category
In the 1960s the UK met Sure® antiperspirant. It was then introduced in Finland and quickly rolled out to the rest of the world.
1930s: Joining Unilever
Sure® was bought by British soap maker Lever Bros, who would soon join Dutch Margarine Unie to form Unilever.
1920s: Welcome to Rexona town
Sure's® first advertising campaign launched in the 1920s. Hygiene billboards began to spring up all over Australia touting the company name, with contests held for each town’s Sure® Baby and Miss Sure®. Some would proudly state: ‘Welcome to our town, a good Sure® town.’
1900s: Mrs. Sheffer's Ointment
Sure (originally called Rexona) was created in Australia in 1908 by Mrs Alice Sheffer, the wife of SF Sheffer, the founder of the Sheldon Drug Company. A talented physician, she wanted to give people a new kind of personal care product, with effective ingredients that also smelt good. When Rexona hit the shelves in 1908, it soon became the company’s biggest seller