Sure Antiperspirant and Deodorant has a new look, and the makeover is in an effort to win over more women consumers.

Sure’s updated packaging features an infinity band to convey the brand’s message of continuous protection that lasts all day.

The colored infinity bands, which are softer shades of purple, pink, blue, green and orange, differentiate the scents. The overall design, including the new purple, curved cap offers a proprietary look which is sleek, feminine and modern, according to the brand.

In addition to redesigning its packaging, Sure launched two new deodorants:
Vitamin Infusion Conditioning Solid, which contains vitamins A and E; and Pure Essence Conditioning Solid, which contains a light fragrance and aloe.

“We are proud to introduce our redesigned packaging and innovative new varieties,” says Rick Cutler, marketing director, Idelle Management Company. “While most of the deodorant category is currently chasing a scent story, Sure stands out for offering lasting protection and light fragrances that don’t compete with a woman’s perfume or lotion.”

More Deodorant Makeovers: The natural brand geodeo redesigned its packaging – and uses a QR code on its back label.