humanising efficacy

The Clinical products are the most premium and efficacious within the Rexona (Sure in the UK & Ireland) range.  Though highly developed in specific markets, penetration of the Clinical platform was generally low with a functional look and feel. Rexona brand owner Unilever felt that there was significant potential for growth.

  • Client / Rexona
  • Work / Brand
  • Year / 2019

Identifying this opportunity to raise the profile and awareness of the range, we were briefed to dramatically increase appeal by generating an improved aesthetic for the Clinical portfolio across both male and female ranges.  The new designs needed to align with the core Rexona expression while communicating the brand’s most premium proposition with the highest efficacy delivery.


Our strategy was to move away from the cold, pharmaceutical look of the previous design and ‘dial-up’ beauty cues to deliver a much more ‘everyday’ premium aesthetic.  The new designs needed to convey a more compelling and relevant efficacy story, focusing on an aspirational and desirable premium expression rather than the self-conscious, problem-solving appearance of before.  Essentially the new Clinical platform needed to be a range of products that consumers would be proud to purchase and have on show.

tick at the heart

Our new designs hero the Rexona tick at the heart of the pack while the new dynamic design system, tailored for both the men’s and women’s ranges, deliver a harmonised brand and tier aesthetic. This  approach was eventually rolled out across the entire portfolio globally and defined the 'House of Rexona' aesthetic.

A premium colour palette and bold graphic elements provide clear varianting whilst the consistent pack architecture applied across both primary and secondary packaging delivers a significant yet elegant increase in the overall brand real estate.

The result is a new design that works hard on shelf, providing tier appropriate stand out and striking brand blocking.

The Rexona Clinical redesign has won significant market share, increased brand recall and brought new consumers into the mix as well as doubling the size of the segment in less than 6 months since launch.

“PB has delivered an alluring and aspirational new expression for Rexona Clinical protection.  The improved look and feel of the portfolio is still aligned to core Rexona but this new premium offering establishes the range as ultimate efficacy and beauty in unison.”

Palkan Jariwala, Global Brand Manager, Rexona