Lever Fabergé is adding new ranges to both the male and female portfolios of its top-selling Sure antiperspirant brand in a bid to plug what it sees as gaps in the market.
A new Sure Crystal formulation aims to prevent the white marks some deodorants leave on clothes.
Targeted primarily at women, it contains a special ingredient called Clearex, said to minimise the white deposits.
Meanwhile, a Sure for Men Sensitive deodorant range targets the 52% of UK males whom Lever Fabergé claims have sensitive skin.
It contains Prodermasil,an ingredient that combats wetness and is formulated specifically for sensitive skin.
Both collections consist of aerosols (rsp: £1.89, 150ml and £2.69, 250ml), roll-on (£1.49) and stick deodorant (£1.99).
The men's range hits shelves at the end of this month, with Sure Crystal following a few weeks later.
Substantial support packages are promised for both. Sure for Men Sensitive will account for £1.3m of the Sure brand's first quarter spend of £3.5m.
Sure Crystal's £6m media budget will include television, press and poster advertising running through April and May, as well as promotions and sampling.