Sure (brand)

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In the United Kingdom and other European countries, Sure is the name of a brand of antiperspirant deodorant for men and women produced by Unilever, marketed with the tagline "It Won't Let You Down". Sure was introduced in 1972.[1]

Sure (United Kingdom and Ireland) is known by various other names globally - Rexona (Australia, Finland, The Netherlands, Germany, Argentina, Brazil, Chile, Colombia, Spain, Italy, Israel, Malaysia, Brunei, Singapore, People's Republic of China, Hong Kong, Macau, Republic of China, Indonesia, Poland, Portugal, Russia, Philippines, Ghana and Vietnam) and Degree (United States of America and Canada). All three versions carry the tick logo.

In the United States, Sure is a different brand owned by Helen of Troy Limited, which acquired the brand from Innovative Brands in March 2010.

Innovative Brands, LLC, a portfolio company of Najafi Companies, had acquired the brand from Procter & Gamble in September 2006.


  1. ^ Davis, Dyer et al (May 1, 2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble. Harvard Business Press. p. 426. Retrieved 2013-05-07. 

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