REXONA MILESTONE
Women & Teens Education
Launch Rexona Men
Launch Rexona Deo Lotion
Do More Campaign
New Rexona MotionSense
Rexona entered Indonesia in year 1977 and was first seen as a “medicine” for underarms problems, hence being used only by those who suffer and was kept as a secret. Rexona went from the image of a “brand that I need”, into the image of “a brand that I want” which made Rexona becomes a bold, daring, and dynamic brand starting 2012. Rexona has been developing the deodorant market in Indonesia through many innovations. It started with market development for women and teens through the famous “burket” campaign. A year after, Rexona entered the male segment by launched Rexona for Men. In 2007 we also launch the Rexona Deo Lotion to cater the need of low income consumer in Indonesia. Several years before, Rexona started to make the brand becomes more aspirational through the new brand communication idea: “Do More”. With this campaign we were enabling people to live a more physically active, socially connected & emotionally engage life by awakening the doer in all of us. In 2015, Rexona is doing its biggest re-launch of all variant with Introducing the New MotionSenseTM Technology. This technology will strengthen Rexona’s brand superiority as the number 1 deodorant brand in the world. Deodorant market in Indonesia is still growing rapidly and Rexona, as the market leader, always doing continuous innovation by providing some format applicator such as Roll On, Stick, Lotion and Spray, as well as answer consumer specific needs such as Anti Stain and Whitening Deodorant as a new market.