Once Gender Neutral, Sure Is Now Going For the Ladies

Thanks to Axe

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Remember Sure? Sure you do—well, maybe you do. Introduced in 1973, it became a household name in the ’80s with its “Raise your hand if you’re Sure” tagline. But the arrival of the virile Axe brand in 2002 drove a wedge in the unisex deodorant category, cleaving it by gender. When Sure’s market share dipped to 3 percent, Procter & Gamble sold it off. Sure’s current owner, Idelle Labs, has introduced a redesigned package targeted at female consumers.

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