Giving women a good reason to sweat: Rexona's plan to drive deodorant sales in Malaysia

Low Lai Chow

This event report looks at how Unilever's Rexona brand used consumer insight to drive sales of deodorant in Malaysia.

Giving women a good reason to sweat: Rexona's plan to drive deodorant sales in Malaysia

Low Lai ChowWarc

As the deodorant market leader in Malaysia, Rexona's category penetration was already close to 50%. So when it faced the challenge to drive sales last year, it became essential to look at existing customers who were already using deodorant – and think about how to increase their use of Rexona products.

According to Lowe Malaysia strategy planning director Sailesh Wadhwa, whose team worked with Unilever Malaysia for the Rexona Move campaign, it was there and then that deeper insights into its...

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