Sure launches gender-specific antiperspirant/deodorant line

PHOENIX Innovative Brands has added two new gender-specific lines of antiperspirant and deodorants.

Dermatologist-tested Sure for Women features antioxidant skin conditioners, vitamins A and E, and aloe, and IT comes in three scents: citrus escape, sparkling bloom and fresh essence, as well as unscented.

Sure for Men features a special long-lasting microencapsulated formula that releases over time, and the maximum level of active ingredient (20% aluminum trichlorohydrex gly) without a prescription. It comes in three scents: outdoor sport, mountain frost and crisp breeze

Sure for Women and Sure for Men products will range in price from $1.99 to $2.99.

Innovative Brands will support the launch with a special Battle of the Sexes online trivia contest, beginning in March and running through December. By answering trivia questions and earning points each month, contestants will be entered to win monthly prizes, including $500 shopping sprees, tickets to seasonal sporting events, flat screen TVs, digital cameras and MP3 players.

"We are thrilled to offer Sure antiperspirant and deodorant formulas specifically for men and women. 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," said David Greenberg, VP marketing.