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Sure Deodorant is Now for Women Only
By: Janet Kalandranis
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Remember Sure? Everyone does; it was a key player in the deodorant market and both men and women alike were raising their arms for Sure. That’s right; Sure was gender neutral, with positioning that included clean, fresh arms and a confidence that anyone was happy to have. The brand made a specific decision back in the '70s that Sure would be the people’s deodorant and not play to only a male or female set. The brand still had a very defined target audience, it just so happens that this personal hygiene product fit the bill for girls and boys. But that has changed. The deodorant market is all different now — more complex, more advanced — and Sure has been sold off to a new company. This time the brand is getting a little more current and a lot more definitive. Sure is going after the female audience, playing of its long history of confident arms, but only those of females. It all makes sense because today’s personal hygiene products are gender specific and it's all thanks to Axe (yes, the super male line of personal hygiene products).

Brands can have a resurgence of success if they research, plan, and market to a specific audience. This is exactly what the new Sure brand is doing. With an updated logo, a perfectly purple color, and a newly designed cap, Sure screams "female only" from the shelves. That’s exactly what the brand wanted. Now that deodorants are specifically targeted towards either the male or female audience and not both, Sure was definitive in picking a side and it went with the one that was completely opposite of Axe’s overly male audience. It wasn’t a shot in the dark, either; Sure knew that women were more likely to purchase and use its product so it made the leap and went female only. It’s risky, but it also makes sense. There are very few, if any, deodorants that are gender neutral on today’s shelves, so Sure had to play with its competitors in order to be considered.

It’s not easy for brands to cut out a segment of their audience. To outright yell that boys are no longer wanted. With a purple cap and feminine feel, this brand isn’t treading lightly, but instead standing their ground in the female decision. Change is hard for any brand, but if done correctly it can prove to be successful for years to come.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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