Sure® Launches New Antiperspirant and Deodorants for Men and Women

Now There's a Sure® for Everyone

PHOENIX, Ariz. (February 16, 2010) - Sure® is proud to announce two new lines of antiperspirant and deodorants designed specifically for men and women.  These two new gender-specific product lines offer the same odor and wetness protection along with powerful all-day performance that all Sure branded products are known for, but are now designed with unique benefits and scents that men and women are looking for.

"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, Vice President of Marketing.

Sure® for Women

  • Offers antioxidant skin conditioners (Vitamin A, Vitamin E and Aloe Vera); dermatologist tested
  • 2.6 oz invisible solid antiperspirant & deodorant
  • Strong all-day protection against wetness and odor (19% Aluminum Trichlorohydrex Gly)
  • Available in 3 refreshing fragrances: Citrus Escape, Sparkling Bloom and Fresh Essence, as well as Unscented

Sure® for Men

  • Provides longer-lasting microencapsulated fragrances that release over time
  • The maximum level of active ingredient (20% Aluminum Trichlorohydrex Gly) without a prescription
  • Available in 3 masculine fragrances: Outdoor Sport, Mountain Frost and Crisp Breeze

Pricing and Availability

Sure for Women and Sure for Men products will range in price from $1.99 - $2.99, and will be available nationwide at major drug and grocery stores, including Target, CVS, Walgreens, Rite Aid, Kroger, Meijer, Safeway, Publix and HEB beginning February 2010.

Sure "Battle of the Sexes" Contest:

Starting March 2010, men and women will have a chance to duke it out in the Sure deodorant online trivia contest: Battle of the Sexes.  By answering trivia questions and earning points each month, contestants will be entered to win monthly prizes that include $500 shopping sprees, tickets to seasonal sporting events, flat screen TV's, digital cameras, MP3 players and much more!  The Battle of the Sexes contest will end in December 2010, with 2 randomly drawn contestants winning grand prizes such as a Womens' Adventure Trip for two and a Guys' Adventure Trip for two.

About Sure®

First introduced to the U.S. market in 1973, Sure® remains a leading antiperspirant and deodorant brand. Sure provides outstanding odor and wetness protection for both men and women.  In the 1980's, the brand ran one of the most memorable advertising campaigns with the slogan, "Raise your hand if you're Sure."  Additional information about Sure is available at www.surebattle.com

About Innovative Brands
 Innovative Brands is a consumer products company focused on acquiring, repositioning, and growing consumer product brands with solid brand equity, positive cash flow and strong distribution. The Company enhances brands within its portfolio through an entrepreneurial branding approach which combines the discipline and strategy commonly employed by large companies with the spirit and tactics of an entrepreneur. Innovative Brands currently manages and markets the Sure® antiperspirant and deodorant and Pert Plus® hair care brands in North America, Puerto Rico and the Caribbean. Additional information about Innovative Brands is available at www.innovativebrands.net.