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november 09, 2009

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Industry News

For “Anxious Sweaters,” Some Good News

December 3, 2008  2:43 pm


Those of you who refrain from throwing your hands in the air and waving them like you just don’t care for fear of unsightly sweat stains and body odor might be pleased to know that Unilever feels your pain. The makers of wetness-protection giant Sure will debut a new, high-performance deodorant next month as part of an extension of the popular brand, targeting what they’re calling the “anxious sweater” demographic—or people who worry their deodorant isn’t working effectively. According to Marketingweek.com, the two new antiperspirant deodorant products, Sure Woman Maximum Protection and Sure Men Maximum Protection, claim to offer twice the protection of the best-selling antiperspirant of popular jingle fame, promising up to 48 hours of efficacy. And get this, the new formula—which comes as a cream stick applicator—is applied before going to bed, the premise being that at night sweat glands are less active and the skin is therefore more receptive. Fingers crossed this isn’t just a marketing ploy, so that silk shirts can finally become acceptable year-round attire.

Photo: Courtesy of Drugstore.com

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USER COMMENTS  (1)

  1. ummm, yeah, this kind of deodorant is not new news. there are at least 2 other ones on the market that you apply at night. get on ball, beauty counter!!!

    By Cybelesays on 12/4/08 at 7:59 pm

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