2000 to today
Today, Rexona is all about honouring the go-getters. The people who give it all they’ve got and emerge victorious. People like Lopez Lomong. Abducted in Sudan when he was six, Lopez ran for three days to escape his captors. He was eventually given refuge in the US. After gaining citizenship in 2007, he went on to qualify for the 1500m at the 2008 Olympic Games – he even held the flag for the US team at the opening ceremony. Rexona continues to support those like Lopez who don’t believe in no and strive to do more.
1990s: Rexona goes Pro Sport
Rexona 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
Rexona 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 of deodorant brands
In the 1960s the world met Rexona antiperspirant, later to become Sure in the UK. It was then introduced in Finland and quickly rolled out to the rest of the world.
1930s: Joining Unilever brands
Rexona was bought by British soap maker Lever Bros, who would soon join Dutch Margarine Unie to form Unilever.
1920s: Welcome to Rexona town
Rexona’s first advertising campaign launched in the 1920s. Personal hygiene billboards began to spring up all over Australia touting the company name, with contests held for each town’s Rexona Baby and Miss Rexona. Some would proudly state: ‘Welcome to our town, a good Rexona Town.’
1900s: Mrs. Sheffer's Ointment
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 new kinds of personal care products, with effective ingredients that also smelled good. When Sure hit the shelves in 1908, it soon became the company’s biggest seller.