Global Vice President of Sure: Brits and Their Bits –A Deo Revolution

In a world where confidence reigns, Kath Swallow, Global Vice President of Sure (known as Degree in the U.S. and Rexona elsewhere), is shaking up the body care category. In an great keynote at February’s MAD//UpNorth, she unveiled a bold initiative to expand the world’s leading deodorant brand from just underarms to whole-body protection.

Sure’s mission is crystal clear: empower individuals to move freely and confidently. Kath underscored how sweat and odor can be barriers to movement. “Our goal is to give everyone the confidence to move more,” she declared, reinforcing the brand's commitment to dismantling these obstacles.

Despite being the number one deodorant brand globally, Sure has largely focused on underarms. Kath revealed a striking fact: only 1% of body odour comes from the armpits, signaling a vast, untapped opportunity. “It’s time we talk about the whole body, not just the underarms,” she asserted.

This journey is driven by innovation. Kath explained that Sure isn’t just launching another underarm product; it’s pioneering a whole-body approach. With launches already in the U.S. and the U.K., this initiative aims to normalise discussions around body odour and tackle the stigma head-on.

Consumer insights are at the heart of this strategy. Kath pointed out that 72% of adults feel self-conscious about body odour, and 33% are using deodorants on other body parts. “Consumers have been telling us this is a need, and we’re here to listen and respond,” she noted. However, many existing products fall short on effectiveness and safety. Kath and her team are closing this gap with a new line designed for diverse needs.

A key message from Kath’s presentation was the need to challenge societal norms. “We need to normalise these conversations and remove the shame around body odour,” she emphasised. By using relatable language and humour, Sure aims to engage audiences and foster an open culture around body care.

As the campaign kicks off, early consumer feedback is overwhelmingly positive, with a 100% favourable response—a promising indicator that the market is ready for this shift. Kath reinforced, “Starting with a higher purpose can lead to something truly big.” This consumer-centric approach means Sure will adapt continuously based on insights.

This initiative goes beyond simply selling products; it’s about redefining an entire category. Kath envisions a future where body care transcends traditional limits, fostering an inclusive dialogue around personal care. With this bold move, Sure sets a new standard for body confidence and empowerment—encouraging everyone to embrace their movement without fear.