Sure unveils new packaging design for its antiperspirant and deodorant featuring curved cap, infinity band graphic to convey brand's message of continuous protection

NEW YORK , May 8, 2013 (press release) – 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. 

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