Singapore - Rexona has launched an islandwide ‘Dryness Challenge', a marketing push where its urging individuals to check the presence of sweat in their underarms after a typical humid day in Singapore.
As part of the campaign a million households will receive a Rexona Dryness Challenge Test Kit as direct mail, which comprises a pair of sweat strips together with information on sweat and body odour. The campaign is also supported by a TVC starring Asian pop star elva Hsiao.
"Rexona is taking the lead to educate consumers on the use of anti-perspirants as part of their daily personal care regime, similar to brushing teeth and showering," Tina Koh, brand manager of home personal care at Unilever Singapore, said in a statement.
