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Sure introduces new products for women, men

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PHOENIX — Sure has launched two new lines of antiperspirant-deodorants designed specifically for women and men.

Sure for Women and Sure for Men, announced this week by Innovative Brands, offer the same odor and wetness protection and all-day performance of other Sure products but are designed with unique benefits and scents that men and women seek, according to the company.

Dermatologist-tested Sure for Women offers antioxidant skin conditioners (vitamins A and E plus aloe vera) and provides all-day protection against wetness and odor (19% aluminum trichlorohydrex gly), Innovative Brands said. It comes as a 2.6-ounce invisible solid and is available in three fragrances (Citrus Escape, Sparkling Bloom and Fresh Essence) as well as an unscented version.

Meanwhile, Sure for Men provides longer-lasting microencapsulated fragrances that release over time and contains the maximum level of active ingredient (20% aluminum trichlorohydrex gly) without a prescription, the company said. It comes in three scents: Outdoor Sport, Mountain Frost and Crisp Breeze.

"We are thrilled to offer Sure antiperspirant and deodorant formulas specifically for men and women," David Greenberg, vice president of marketing, said in a statement. "Sure has built a 30-year track record as a strong odor and wetness protector and will enhance the trust that consumers have in the product by introducing the added benefits in these two new lines."

Sure for Women and Sure for Men will range in price from $1.99 to $2.99 and become available nationwide starting this month at major drug and grocery stores, including CVS, Walgreens, Rite Aid, Target, Kroger, Meijer, Safeway, Publix and H.E. Butt.

Also, beginning in March, men and women will have a chance to "duke it out" in the Sure deodorant online trivia contest, dubbed "Battle of the Sexes," Innovative Brands said. By answering trivia questions and earning points each month, contestants will be entered to win monthly prizes that include $500 shopping sprees, tickets to seasonal sporting events, flat-screen televisions, digital cameras, MP3 players and more. The contest ends in December.


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