Rexona Marketing Strategy 2024: A Case Study

Rexona, a global deodorant brand, has implemented a successful marketing strategy that focuses on boosting brand awareness and consumer engagement. By leveraging innovative tactics and digital marketing strategies, Rexona has established itself as a trusted choice in the personal care industry. Let’s explore the key elements of Rexona’s marketing approach and how it has contributed to the brand’s growth.

About Rexona

Rexona offers a wide range of skincare products, including deodorants, antiperspirants, fragrance, creams, sprays, soaps, roll-ons, sticks, and sachets. With a commitment to providing diverse options, Rexona caters to different consumer needs and preferences. The brand has successfully expanded its presence across various countries, such as the United Kingdom, United States, Japan, South Korea, and South Africa.

Rexona’s Marketing Mix

Rexona’s marketing mix revolves around product, price, place, and promotion. It positions its products as moderately priced, making them accessible to a wide range of consumers. The brand occasionally offers special offers and discounts to further enhance its value proposition. Additionally, Rexona has a robust distribution strategy, ensuring global availability through a strong network.

Innovative Promotional Tactics

Rexona’s promotion strategy relies on a combination of advertising campaigns, sponsorships, and partnerships with sports athletes. One notable example is Rexona’s collaboration with the Lotus F1 Team to sponsor the Formula 1 racing team “Williams Martini Racing.” By associating itself with high-performance sports, Rexona highlights the idea of staying unstoppable while using its products.

Digital Advertising Strategies

Rexona has implemented effective digital advertising strategies to enhance brand awareness and drive consumer engagement. The brand utilizes platforms like TikTok to reach a wider audience. One of its successful campaigns, “Rexona Dance Sem Parar” on TikTok, garnered over 32 million impressions, showcasing the brand’s ability to leverage new and popular channels for effective marketing.

Market Research and Competitive Analysis

To stay ahead of the competition, Rexona conducts thorough market research and competitive analysis. By understanding consumer needs and preferences, the brand shapes its product development and marketing strategies. This approach ensures that Rexona’s offerings align with customer expectations and provide the desired benefits.

Key Takeaways:

  • Rexona offers a wide range of skincare products catering to different consumer needs.
  • The brand has successfully expanded into various countries, including the United Kingdom, United States, Japan, South Korea, and South Africa.
  • Rexona positions its products as moderately priced, occasionally offering special offers and discounts.
  • The brand has a robust distribution strategy ensuring global availability through a strong network.
  • Rexona’s promotion strategy includes advertising campaigns, sponsorships, and partnerships with sports athletes.

About Rexona

Rexona, founded in 1969 by Australian pharmacist Samuel Fuller Sheffer and his wife Alice Sheffer, has established itself as a leading brand in the personal care industry. Today, Rexona is proudly owned by Unilever, one of the largest consumer goods companies in the world, with an annual turnover exceeding €2 billion.

Rexona’s success can be attributed to its extensive product portfolio, which includes deodorants, antiperspirants, fragrance, creams, sprays, soaps, roll-ons, sticks, and sachets. The brand’s commitment to providing high-quality and affordable skincare solutions has earned it a global presence, with sales in over 100 countries, including the United Kingdom, United States, Japan, South Korea, and South Africa.

Rexona’s brand history is characterized by innovation and a dedication to meeting the diverse needs of consumers. One of its notable achievements is being recognized as the world’s No.1 antiperspirant and deodorant brand according to NielsenIQ. The brand’s continuous efforts to push boundaries and challenge stereotypes are evident in its collaborations with sports athletes, such as the Formula 1 racing team “Williams Martini Racing,” and its disruptive advertising campaigns like the “Stay Unstoppable” series, which capture consumers’ attention with creativity and impactful messaging.

In addition to delivering exceptional products, Rexona invests heavily in market research and competitive analysis to stay at the forefront of industry trends and consumer preferences. This strategic approach allows the brand to craft a well-rounded marketing mix that includes product strategy, price strategy, distribution strategy, and promotion strategy. Rexona’s positioning as a moderately priced brand further enhances its appeal to a wide range of customers.

Moreover, Rexona understands the power of digital advertising and the influence of prominent influencers and content creators. The brand collaborates with these influencers to promote its products on various digital platforms, leveraging their reach and credibility to engage with consumers effectively. By combining innovative promotional tactics, strategic partnerships, and a performance-driven culture, Rexona continues to cement its status as a global skincare leader.

To visualize Rexona’s global presence, here is a table showcasing the countries where Rexona is available:

Country Continent
United Kingdom Europe
United States North America
Japan Asia
South Korea Asia
South Africa Africa

Through its rich brand history, extensive product portfolio, and global presence, Rexona continues to deliver innovative skincare solutions that inspire confidence and empower individuals to stay unstoppable.

Rexona’s Marketing Mix

Rexona, the world’s No.1 antiperspirant brand, has achieved remarkable success by implementing a comprehensive marketing mix strategy. This strategy encompasses Rexona’s product strategy, price strategy, distribution strategy, and promotion strategy, all of which contribute to its global dominance in the antiperspirant market. Let’s take a closer look at each aspect of Rexona’s marketing mix.

Product Strategy

One of the key factors behind Rexona’s success is its diverse product portfolio. Rexona offers a wide range of skincare products, including creams, deodorants, sprays, soaps, roll-ons, sticks, and sachets. By catering to different consumer needs and preferences, Rexona has been able to maintain a strong market position and continuously attract new customers.

Price Strategy

Rexona positions its products as moderately priced, striking a balance between affordability and quality. This pricing strategy allows Rexona to appeal to a broad customer base while ensuring that its products are within reach for most consumers. By offering competitive prices, Rexona has experienced significant growth in all markets where it operates over the past decade.

Distribution Strategy

Rexona’s products are available in over 35 countries worldwide, thanks to its robust distribution network. Rexona has strategically partnered with local retailers and pharmacies to ensure widespread availability and accessibility of its products. This extensive distribution strategy enables Rexona to reach a global consumer base and effectively meet customer demands.

Promotion Strategy

Rexona utilizes various promotional tactics to enhance its brand image and engage its target audience. The brand leverages sports athletes as brand ambassadors, awarding and supporting them in their promotional activities. Rexona has even formed alliances with renowned sports teams, such as the Lotus F1 Team, becoming a sponsor for the Formula 1 team “Williams Martini Racing.” Additionally, Rexona’s ads are known for being eccentric and humorous, effectively capturing the attention of consumers and leaving a lasting impression.

With its practical and inspiring marketing strategy, Rexona has not only achieved exceptional sales growth but has also become a benchmark for other brands in the industry. Rexona’s commitment to product excellence, competitive pricing, extensive distribution, and impactful promotions has significantly contributed to its continued success in the global market.

Innovative Promotional Tactics

Rexona, a brand under the umbrella of Unilever, has successfully employed innovative promotional tactics to capture the attention of consumers and increase brand visibility. These tactics include Rexona’s promotional collaborations, advertising campaigns, and partnerships with brand ambassadors.

Promotional Collaborations

Rexona understands the power of collaboration and has strategically partnered with various entities to extend its reach and connect with diverse audiences. One noteworthy collaboration is with the Lotus F1 Team, as a sponsor of the renowned Formula 1 racing team “Williams Martini Racing.” By aligning with a fast-paced and globally popular sport, Rexona increases its brand exposure and solidifies its position as a reliable and high-performance brand.

Advertising Campaigns

Rexona’s advertising campaigns are designed to inspire and resonate with consumers. The “Stay Unstoppable” series, for example, showcases ordinary individuals accomplishing extraordinary feats while relying on Rexona’s dependable protection. These campaigns not only emphasize the brand’s commitment to supporting individuals in their quest for success but also reinforce Rexona’s reputation as a reliable and effective personal care brand.

Brand Ambassadors

Rexona understands the influence of celebrities and influencers in shaping consumer behavior. The brand strategically collaborates with brand ambassadors from various fields, including sports, entertainment, and social media, to promote its products and increase brand visibility. These brand ambassadors embody the Rexona brand values and resonate with target consumers, effectively enhancing the brand’s credibility and reach.

By utilizing these innovative promotional tactics, Rexona has successfully carved a niche for itself in the marketplace. Through promotional collaborations, attention-grabbing advertising campaigns, and partnerships with brand ambassadors, Rexona reaches a wide range of consumers globally and establishes itself as a trustworthy and dependable personal care brand.

Statistics Value
Unilever operates in more than 190 countries Reaching a wide range of consumers globally
Unilever boasts a diverse portfolio of over 400 brands Catering to various consumer needs and preferences
Unilever invests heavily in research and development To drive innovation and improve products
Unilever effectively embraces digital marketing Maintaining a strong presence on platforms like Facebook, Instagram, and Twitter
Unilever collaborates with influencers and celebrities To promote its brands
Unilever offers loyalty programs To incentivize repeat purchases and reward customer loyalty

Digital Advertising Strategies

Rexona has strategically utilized digital marketing techniques to establish a strong online presence and engage its target audience. Through impactful social media campaigns, the brand has effectively captured the attention of individuals between the ages of 18 and 55 who are concerned about combatting sweat odors and own smartphones.

Rexona’s digital marketing endeavors have included innovative influencer collaborations, where the brand partners with prominent figures to endorse its products authentically. By leveraging the reach and influence of these influencers, Rexona has successfully enhanced its credibility and connected with a wider consumer base.

The success of Rexona’s digital advertising campaigns can be attributed to the use of compelling visual content and engaging storytelling techniques. The brand has strategically crafted documentary-style videos during its campaigns, creating a friendly and relatable atmosphere that resonates with its target audience.

As a result, celebrities and individuals not initially involved in the campaign have spontaneously shared the message, amplifying its reach and impact. The positive audience feedback and continued engagement after the competition further highlight the effectiveness of Rexona’s digital marketing efforts.

A notable example of Rexona’s successful digital campaign is the Yureni Social Experiment. This campaign generated an impressive 1 million Facebook video views within just 3 days, setting a new record in Sri Lanka. Additionally, the Yureni Social Experiment reveal video achieved 2 million Facebook video views, making it the first Unilever brand lead video to reach this milestone.

Rexona’s digital advertising strategies have not only resulted in significant online impressions but also garnered attention from prominent gossip channels, making it the largest digital gossip channel collaborated campaign in Sri Lanka.

(Table: Campaign Performance Highlights)

Market Research and Competitive Analysis

Rexona understands the importance of comprehensive market research and competitive analysis in staying ahead of the game. Through diligent market research efforts, Rexona gathers valuable consumer insights that guide its product development and marketing strategies. The brand aims to understand consumer needs, preferences, and purchasing behaviors to offer innovative and targeted solutions.

As part of its market research, Rexona analyzes the deodorants market, which continues to grow at a steady pace with a compound annual growth rate (CAGR) of %. The market is segmented into various types, including solid deodorant, roll-on deodorant, crystal deodorants, and deodorant spray, catering to different consumer preferences. Men’s deodorants often feature sporty or musky scents, while women’s deodorants usually offer floral or fruity fragrances.

Conducting competitive analysis is another crucial aspect of Rexona’s strategy. It enables the brand to identify its position in the market and recognize gaps and opportunities. Rexona faces competition from brands like Lux, Dove, Yardley, and Axe, which prompts continuous improvement and innovation to maintain its market share.

Consumer behavior and preferences constantly evolve, making market research and competitive analysis vital for Rexona to adapt its marketing campaigns and product offerings. By gaining insights into consumer needs and staying aware of market trends, Rexona can ensure its strategies are relevant and effective.

Growth Action Plan

Rexona has developed a comprehensive Growth Action Plan to drive improved performance and competitiveness in line with the company’s strategic objectives. This plan is centered around key initiatives aimed at enhancing Rexona’s market position and delivering sustainable growth.

Focusing on Power Brands

As part of the growth strategy, Rexona is placing a strong emphasis on its 30 Power Brands, which currently contribute to 75% of the company’s turnover. These Power Brands have shown exceptional growth, with an underlying sales increase of 8.6% in 2023 and 6.5% in the fourth quarter alone. By concentrating resources and investment on these brands, Rexona aims to further accelerate their growth and strengthen their market presence.

Driving Brand Superiority

Brand superiority is a key priority for Rexona. To achieve this, the company is utilizing consumer appeal measurement tools to gauge brand performance and identify areas for improvement. By continuously evaluating consumer feedback and preferences, Rexona can make data-driven decisions to enhance product quality, develop innovative solutions, and deliver superior brand experiences.

Scaling Innovation Programs

Rexona recognizes the importance of innovation in driving growth and maintaining a competitive edge. The company is committed to scaling multi-year innovation programs that focus on developing breakthrough products and technologies. By investing in research and development, Rexona aims to stay at the forefront of the industry, meeting evolving consumer needs and expectations.

Increasing Brand Investment

To support its growth objectives, Rexona plans to increase brand investment significantly. In 2023, the company reinvested over half of its gross margin expansion into incremental brand and marketing investment, which rose to 14.3% of turnover. By allocating greater resources to brand building and marketing activities, Rexona aims to drive brand awareness, consumer engagement, and ultimately, sales growth.

Portfolio Optimization

Rexona is committed to optimizing its brand portfolio to ensure maximum profitability and strategic focus. In 2023, the company made strategic acquisitions, including premium frozen Greek yogurt brand Yasso Holdings, Inc. and premium biotech hair care brand K18. Simultaneously, Rexona divested non-core assets like Elida Beauty, Dollar Shave Club, and Suave. This portfolio optimization approach enables Rexona to concentrate on its strongest brands and capitalize on market opportunities.

Key Metrics Statistical Data
Underlying Sales Growth (2024) Expected within the range of 3% to 5%
Gross Margin Improvement (2H 2023) 330bps
Turnover (2023) €59.6 billion
Underlying Operating Profit (2023) €9.9 billion
Capital Allocation (2023) €5.9 billion returned to shareholders through dividends and share buybacks

Productivity & Simplicity

Rexona understands the importance of optimizing productivity and simplifying processes to ensure efficiency and cost-effectiveness. By focusing on these key areas, the brand aims to drive improvements in gross margin and achieve sustainable growth.

To enhance productivity, Rexona is implementing strategic measures such as improved cost management and streamlined operations. The brand aims to leverage economies of scale and eliminate unnecessary complexities within its supply chain and manufacturing processes. By optimizing resources and enhancing operational efficiency, Rexona seeks to achieve a significant improvement in its gross margin.

Sustainability is a fundamental aspect of Rexona’s business strategy. The brand is committed to reducing its environmental footprint and making a positive impact on society. Rexona’s sustainability commitments align with Unilever’s broader goals, focusing on climate action, preserving nature, reducing plastic waste, and supporting livelihoods. By integrating sustainability into its operations, Rexona aims to meet the growing consumer demand for eco-friendly and socially responsible products.

Rexona is also embracing digitalization as a means to drive productivity and enhance customer engagement. By leveraging technology and digital platforms, the brand aims to improve operational efficiency, optimize marketing efforts, and foster stronger connections with consumers. Digitalization efforts include implementing advanced data analytics, leveraging social media marketing, and enhancing e-commerce capabilities. Through digital channels, Rexona can effectively reach its target audience and deliver personalized experiences that resonate with consumers.

Rexona Gross Margin Improvement

Metrics Results
Total Sales Growth 5.2%
Price Increase 5.8%
Number of Items Sold 0.6% decrease
Gross Margin Improvement Ongoing focus and strategic measures

Through its commitment to productivity, sustainability, and digitalization, Rexona is well-positioned to drive growth and maintain its status as a leading player in the personal care industry. By continuously improving its operations, reducing environmental impact, and embracing digital innovation, Rexona aims to meet evolving consumer expectations and achieve long-term success.

Performance Culture

Rexona understands that building a high-performing organization requires strong leadership and a clear focus on performance. The company has assembled a talented and experienced Rexona leadership team who are dedicated to driving the brand forward in 2024 and beyond. This team brings diverse backgrounds and valuable expertise to steer Rexona towards success.

With a renewed Rexona performance focus, the organization is committed to delivering exceptional results. Rexona recognizes the importance of setting ambitious goals and working tirelessly to achieve them. The brand has implemented a comprehensive and transparent Rexona reward framework that aligns metrics to value creation and recognizes and celebrates outstanding performance.

At Rexona, a strong performance culture is at the heart of everything they do. Employees are empowered to take ownership of their work, strive for excellence, and go above and beyond to deliver exceptional results. The brand fosters a collaborative and supportive environment where innovation and continuous improvement are encouraged.

Driving Growth and Innovation

The focus on performance extends beyond individual goals. Rexona has a clear growth action plan in place that encompasses innovative strategies to expand market share and customer reach. By staying ahead of consumer trends and leveraging market insights, Rexona is able to develop new products and marketing initiatives that captivate and engage target audiences.

Investing in Talent and Development

Rexona recognizes that its success is driven by its people. As part of the performance culture, the brand places a strong emphasis on talent development and nurturing its employees. Rexona invests in training programs, career development opportunities, and mentorship initiatives to empower its workforce and ensure they have the skills and knowledge to excel in their roles.

Segment Underlying Sales Growth Price Increase Volume Decline
Personal Care 7.9% 12.1% 3.7%
Home Care 11.8% 15.9% 3.5%
Nutrition 8.6% 10.9% 2.1%

These growth figures highlight the strong performance of Rexona’s product segments. Despite challenges such as volume declines, the brand’s focus on pricing strategies and innovation has enabled it to achieve impressive underlying sales growth. With a performance-driven culture and a dedicated leadership team, Rexona is well-positioned for continued success in the future.

Unilever overall performance

Unilever, the parent company of Rexona, has demonstrated strong financial performance and operational improvements. The company’s underlying sales growth has been consistently positive, driven by various segments and regions.

Segment Performance

Beauty & Wellbeing, one of Unilever’s key segments, achieved significant growth with an underlying sales increase of 7.4%, primarily fueled by a 5.6% volume growth. This success can be attributed to the segment’s focus on three key priorities. The Hair Care category experienced mid-single-digit growth, with Dove leading the way by achieving high single-digit growth. The Skin Care segment grew at a mid-single-digit rate, with strong performance in India and the US. Additionally, Health & Wellbeing achieved double-digit growth with successful extensions into skincare products, while Prestige Beauty grew significantly with brands like Tatcha, Hourglass, and Living Proof leading the way.

In the Personal Care segment, which constitutes a substantial part of Unilever’s business, underlying sales grew by 4.8%, with volume growth accounting for 1.4%. Notably, the Deodorants sector recorded double-digit growth, driven by Dove’s high single-digit growth. Skin Cleansing remained steady, with Dove growing at a high single-digit rate in the US. Oral Care witnessed mid-single-digit growth, led by Closeup with double-digit growth. In the Home Care division, underlying sales increased by 3.1%, primarily fueled by a 4.3% volume growth. The Fabric Cleaning sector grew at a mid-single-digit rate, led by Europe and OMO with low single-digit growth. Additionally, Home & Hygiene achieved mid-single-digit growth, with brands like Cif and Domestos recording double-digit growth.

The Nutrition segment also showed positive growth, with underlying sales increasing by 3.7%. Hellmann’s led the way in Dressings with mid-single-digit growth, while Scratch Cooking Aids grew at a high single-digit rate with Knorr as the leading brand. In the Ice Cream segment, out-of-home growth was noted at a mid-single-digit rate, with Wall’s growing in the mid-single digits and Magnum experiencing a low-single-digit decline.

Financial Performance and Targets

Unilever’s financial performance has been promising, with a turnover of €15.0 billion, reflecting a 1.4% increase compared to the previous year. Underlying sales growth across all business groups was up 4.4% in the first quarter of 2024. Volume growth increased to 2.2% across the board, with Unilever’s Power Brands, including Dove, Knorr, Rexona, and Sunsilk, experiencing underlying sales growth of 6.1% and a 3.8% volume growth. These positive results contribute to Unilever’s overall growth targets, aiming for underlying sales growth within the multi-year range of 3% to 5%.

To achieve continued growth, Unilever has implemented a Growth Action Plan focused on delivering higher-quality growth, productivity and simplicity, and a strong performance culture. The company is committed to transforming into a consistently higher-performing business, driving operational improvements and further enhancing its financial performance.

Sustainability Efforts

In line with its commitment to sustainability, Unilever has directed its efforts towards climate, nature, plastics, and livelihoods. The company aims to achieve net zero emissions and contribute positively to the environment and communities it operates in. These sustainable practices align with Unilever’s long-term vision and demonstrate its dedication to responsible business operations.

Segment Underlying Sales Growth
Beauty & Wellbeing 7.4%
Personal Care 4.8%
Home Care 3.1%
Nutrition 3.7%

Source: Unilever Financial Report 2024

Note: All growth figures are based on underlying sales growth.


Rexona’s marketing strategy has proven to be a key driver behind its success in the global market. By focusing on boosting brand awareness, consumer engagement, and innovation, Rexona has positioned itself as a trusted choice for consumers worldwide. The brand’s commitment to digital advertising, market research, and product development has paved the way for future growth in the personal care industry.

As part of the Unilever family, Rexona benefits from a strong performance culture and a commitment to delivering higher-quality growth. Unilever’s impressive financial performance, with a €53.7 billion turnover in 2017, showcases its ability to thrive in emerging markets. Furthermore, Unilever’s dedication to sustainability, demonstrated by its zero non-hazardous waste to landfill and the success of its Sustainable Living brands, reinforces Rexona’s commitment to responsible business practices.

Looking ahead, the future prospects of Rexona’s marketing strategy are promising. With a focus on inclusive product design and marketing, Rexona can tap into the preferences of consumers who care about people with disabilities. By incorporating diverse and inclusive supply chains, Rexona can further enhance its financial performance, brand reputation, and capacity for innovation. As a result, Rexona is well-positioned to continue its growth and success in the global personal care industry.


What is Rexona’s marketing strategy?

Rexona has implemented a marketing strategy that focuses on boosting brand awareness and consumer engagement through digital advertising, market research, product positioning, and promotional tactics.

What is Rexona’s brand history?

Rexona was originally developed by Australian pharmacist Samuel Fuller Sheffer and his wife Alice Sheffer in 1969. It is now owned by Unilever and offers a diverse range of skincare products.

What is Rexona’s product portfolio?

Rexona offers a wide range of skincare products, including deodorants, antiperspirants, creams, sprays, soaps, roll-ons, sticks, and sachets.

What is Rexona’s marketing mix?

Rexona’s marketing mix comprises a well-crafted product strategy, price strategy, distribution strategy, and promotion strategy to cater to different consumer needs and positions its products effectively.

How does Rexona promote its products?

Rexona collaborates with prominent partners such as the Lotus F1 Team and uses impactful advertising campaigns, brand ambassadors, and sponsorships to enhance its brand image and engage its target audience.

What are Rexona’s digital advertising strategies?

Rexona leverages social media platforms, collaborates with influencers and content creators, and creates authentic content to enhance brand awareness and drive consumer engagement.

How does Rexona conduct market research?

Rexona places a significant emphasis on market research and competitive analysis to gain valuable insights into consumer preferences and industry trends to develop products and marketing campaigns that resonate with consumers.

What is Rexona’s growth action plan?

Rexona’s growth action plan focuses on driving higher-quality growth, brand superiority, multi-year innovation programs, brand investment, and portfolio optimization to maximize impact and improve performance.

How does Rexona focus on productivity and simplicity?

Rexona focuses on improving productivity and cost management to build back gross margin while also prioritizing sustainability efforts in areas such as climate, plastic, nature, and livelihoods.

What is Rexona’s performance culture?

Rexona has a performance culture that rewards outperformance, aligns metrics to value creation, and drives urgency and decisiveness in addressing opportunities and challenges.

How is Unilever’s overall performance?

Unilever, the parent company of Rexona, has shown improving financial performance with volume growth and margin rebuilding, and is committed to transforming into a consistently higher performing business.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.