Idelle Labs has announced the launch of new antiperspirants with advanced odor protection technology for two of its personal care brands – BRUT and Sure.

The products can deliver fragrance and protection from odor for 48 hours – offering double the protection of BRUT’s current strongest antiperspirant, which claims to last 24 hours.

The formulations use encapsulated structures that release fragrance when they come in contact with sweat. The new fragrances are: 

Stamina – modern and masculine, combining citrus with floral top notes of lavender, green herbaceous and fresh grapefruit.
 
Overdrive – cool, calming and fresh, with the essence of clean white linen, plus citrus and green herbaceous top notes.

“We are proud to introduce two new SKUs to the product set,” says Rick Cutler, Vice President, Personal Care Grooming & Liquids at Idelle. “The BRUT brand has stood for a classic, American definition of masculinity for over 40 years, and we believe the new offerings continue in that tradition.”

Sure’s new antiperspirants with advanced odor protection technology contain the two fragrances that have already existed – but the two products have been reformulated to also utilize the encapsulation technology, and last longer. The two scent options are Fresh & Cool, and Powder Fresh.