Right Guard is squaring up to Nivea’s Invisible Black & White deodorants with its own invisible protection range.
The seven-strong Right Guard Invisible range, available this month, protected against three types of stains - white, oily and yellow - and offered up to 72 hours’ protection against sweat and odour, claimed brand owner Henkel. It will be available in aerosol and roll-on formats for both men and women (rsp: £1.99 to £2.89).
The range marked a “genuine advance in deodorant technology”, said head of marketing Ben Haxworth. “It uses powder-free technology and a formula with emulsion-based active ingredients that are easy to wash out of clothing,” he said.
The newcomer joins the £33.1m Right Guard portfolio, which has risen 16.7% in value year-on-year [SymphonyIRI 52 w/e 29 December 2012].
It will go head-to-head with Beiersdorf’s Nivea Invisible Black & White range, which has clocked up £12m since launching in October to provide anti-perspirant protection without white marks.
Henkel is supporting the launch of Right Guard Invisible with a £3m marketing campaign kicking off in April that will include TV and press.