Innovative Brands now has men and women covered with the launch of Sure for Women.
ecules, traps them and absorbs bad smells.
Tom’s of Maine published a paper in the
Journal of Cosmetic Dermatology that backs
up the efficacy of the hops/zinc ricinoleate
combination. In contrast, Natural Crystal
Confidence contains potassium alum and
zinc citrate mineral salts to fight odor.
Either way, both products appeal to
consumers who want to understand what
goes on their skin and where the ingredients come from—and they don’t want to
use products or ingredients that have been
tested on animals, according to Fiona Russell, brand manager, underarm protection.
for Men provides the same level of protection as clinical products but at a lower price
point ($1.99-2.99) than clinical APs.
In contrast, Innovative Brands is promoting the skin-caring benefits of its new
Sure for Women formula which debuts this
month. It contains antioxidant skin conditioners such as vitamins A& E and aloe vera.
To boost awareness of both Sure variants, Innovative Brands launched a Battle
of the Sexes online trivia contest. By visiting www.surebattle.com and answering
some questions and earning points each
month, contestants will be entered to win
monthly prizes that include $500 shopping sprees, tickets to seasonal sporting
events, flat screen TVs, digital cameras,
MP3 players and more. In a further nod to
the gender split the brand has undergone,
the contest will end in December with two
grand prize winners—one for a woman’s
trip and one for men.
Whether man or woman, teen or adult, the
natural movement is having an impact on
every HBA category, including underarm
protection. One of the leaders in the segment remains Tom’s of Maine. The brand
recently introduced two new deodorants,
Tom’s Natural 24 Hour Long Lasting Deodorant and Tom’s Natural Crystal Confidence Deodorant.
Natural 24 Hour Long Lasting Deodorant contains hops extract, which inhibits
the growth of odor-causing bacteria and
zinc ricinoleate, which binds up odor mol-
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