Shield, South Africa’s much-loved deodorant brand, is now Rexona
Shield is a South African deodorant brand for men and women, offering a range of anti-perspirants and deodorants with formulations that last up to 72 hours. It was developed in 1908 by an Australian pharmacist and his wife, and its products include aerosols, roll-ons and sticks.
The undisputed market leader in the deodorants category, Shield has always been at the forefront of bringing deodorant advancements to South African shores. So, the evolution into Rexona came as no surprise, being that globally Rexona is known for bringing intelligent design into the world of deodorants and anti-perspirants.
The brand continues to provide superior products and superior protection through a world-first; Body Heat Activated technology. Rexona is the first deodorant brand globally to provide consumers with an antiperspirant designed to work with their body and how it moves. Feeling hot and sweaty? – Rexona works with you! The brand has redefined what it means to be protected.
Taking the baton from Shield, Rexona will seamlessly continue the role of bringing the cool to Mzansi’s rich cultural fabric. How far are they willing to go to do this? How about embedding themselves in one of Mzansi’s favourite sports. The only brand to sponsor both Banyana Banyana and Bafana Bafana, Rexona will be helping fans during those high stakes moments and fully supporting the national teams as they steady on to new heights.
Though their name has changed, a few things will remain
Their number 1 position across more than half the world
Their proprietary body responsive technology
Their proven 72H superior protection from wetness and odour; but most importantly, giving you the confidence to handle what’s in store whether you’re handling the braai, running for the bus, making the circle bigger, or being the biggest fan.
And some things will be better
Improved and modernised fragrances that South Africans love
Product offerings that speak to key consumer needs and benefit spaces – Dry, Fresh, Invisible & Even Tone
Modern, aesthetically appealing packaging design that consumers will be proud to have in their bathroom and bag.
From Rexona and Axe to Dove and Dove Men+Care, Unilever is the global leader in deodorants, and our brands are growing. Find out how scientists are shaping superior products with AI, insights and some sweaty sniff-tests.
For Rexona, sports isn’t just a marketing play – it’s in the brand’s DNA. Here Rexona’s Global Engagement Director, Em Heath, shares how the brand has built one of the most authentic partnership programmes in the game.
