Rexona Enters Nigerian Market

Rexona, the world’s number one anti-perspirant deodorant from the stables of Unilever Nigeria, has officially made its entry into the Nigerian market. The entry was heralded at an elaborate launch event at the Eko Hotel & Suites, Victoria Island, Lagos following its sponsorship of the 2014 World Cup in Brazil.
L-R: Brand Building Director, Home & Personal Care, Unilever Nig. Plc, Mr. David Okeme, Customer Marketing Director, Mr. Kalpesh Parmar, Vice President, Marketing, Mr. Robert De Kreede and Category Manager, Skin Care & Deodorants, Mr. James Inglesby during the official launch of Rexona Deodorant in Lagos recently

Tagged “Do More Naija” – the event which was hosted by popular comedian, Bovi, featured high profile celebrities in the Nigerian entertainment industry.
The launch of Rexona, as revealed by Unilever, ensures that the Sure brand of deodorant will henceforth assume the name Rexona.
Category Manager, Skin Care & Deodorants Unilever Nig Plc, James Inglesby stated that Rexona fulfils people’s desire to smell good and feel fresh. He said, “We are very excited to launch Rexona in Nigeria. Considering the fact that there are over 170 million people living in Nigeria, we know these people would find a great deodorant like Rexona very helpful. In Nigeria smell and beauty are closely linked. Rexona gives people confidence to go out there and do more. What we are doing is giving Nigerians a product that gives them confidence and won’t let them down”.
He also pointed out that even though Sure and Rexona are basically the same thing, the former is only sold in the United Kingdom while the latter is a €2B brand globally.
“Sure and Rexona are exactly the same thing. The reason why we brought Rexona is that Sure is only sold in the United Kingdom while Rexona is a global brand. When you want to launch a new product, you bring the global leader which is Rexona in this case. Bringing Rexona to Nigeria has multiple benefits. First of all the Sure product is designed for the UK market not for Nigeria. Rexona on the other hand takes into consideration the fragrances that appeal to Nigerians which informs our offering. We did a research to determine the variants that appeal to Nigerians the most and this resulted in 3 male and female variants each of Rexona” he said.
Stressing the affordability of Rexona, Inglesby said, “The 50ml roll-on is priced at 250NGNand the 25ml mini roll-on, which is a first in Nigeria comes at a great price of just 150NGN”.  He also revealed that Unilever will also be launching Rexona 200ml Aerosols, Axe body spray, Dove roll on and Dove body spray before the end of the year.
Consumers who have tried the product agree that Rexona delivers to its tag line- Rexona: it won’t let you down.

Source :BrandIQ