Tuesday 20 February 2024 16:14
Celebrating the deodorant category's first superior brightening range with 72H non-stop protection

Charting new territories, Rexona announces a groundbreaking collaboration with K-pop powerhouse (G)I-DLE. This collaboration signifies Rexona's commitment to merging deodorant product innovation with cultural resonance, making it not just about underarm brightening and freshness, but also about confidence and movement.

Leading the K-pop genre, (G)I-DLE goes beyond melodious rhythms and foot-tapping beats. Their ethos of challenging boundaries and limits echoes Rexona's 'not done yet' spirit. Boasting a loyal fan base of over 12 million, their recent pinnacle achievement saw them top the Billboard Emerging Artists Chart.

"(G)I-DLE isn't just about music; they are icons of determination, challenging norms and reshaping the K-pop landscape," says Victor Hugo Jr, Rexona Global Brand Director & Market Development Lead for Deodorants Asia. "Our partnership represents more than just a collaboration; it's a synergy of values - of pushing limits and striving for more. As (G)I-DLE breaks barriers in music, Rexona does the same in personal care, ensuring everyone feels fresh, confident, and unstoppable."

Their collaboration with Rexona introduces the game-changing Vitamin Bright deodorant range. Recognizing that 62% of young Asians have restricted how they move because of their underarms[ Unilever Exploring Underarm Inhibitions - Indonesia Fact Sheet 2019. The research was conducted with 7120 women aged 18-64 in seven countries: Brazil, China, India, Indonesia, South Africa, the United Kingdom and the United States. Within Indonesia, 1000 women were surveyed for this research.], this collaboration reflects a fusion of (G)I-DLE's emblematic confidence and Rexona's dedication to illuminating and empowering every individual. The innovative formula not only brightens underarm skin but also ensures 72-hour non-stop protection, enabling everyone including Thai consumers to #GLOWFORIT without fear of having sweat or body odor - even in Thailand's fierce heat. Infused with potent antioxidant vitamins, it stands as a pillar against underarm dark marks that impede confidence and movement. And with formats like Roll-on, Dry Serum, and Aerosols, it's tailored to cater to diverse needs and every occasion.

Victor Jr. Hugo further adds, "Seeing K-pop as a unifying cultural force in Asia, Rexona's strategic alliance is a deliberate move to resonate more deeply with our consumers, fostering genuine connections in a landscape shaped by K-music and non-stop movement. With the Vitamin Bright range, we're not merely launching a product; we're igniting a cultural movement. Collaborating with (G)I-DLE fortifies our mission to embolden many to embrace each day with zest, confidence, and to truly #GLOWFORIT. "

The #Glowforit Movement Takes Centre Stage: Rexona is steering its brand narrative with the '#Glowforit Movement' as the central platform for its brightening deodorant range. Inaugurating this initiative, the first chapter created with Wunderman Thompson SINGAPORE, showcases (G)I-DLE in a dynamic TV commercial, choreographed to the rhythm of their chart-dominating track, "Queencard". This track embodies the shared ethos of Rexona and the band, a call to "go again and again" with non-stop confidence.

Hinoti Joshi, Wunderman Thompson, Global Managing Partner said "Keeping Rexona's purpose to inspire through movement, we tapped into the power of K-Pop. Nothing moves Asia more than K-Pop. We showed the behind the scenes side of (G)I-DLE's hard work and their non-stop practice linking it to the brand benefit of 72 hours non-stop protection."

Broadcasting across multiple Southeast Asian markets including Thailand, the commercial will also see amplification on digital giants like YouTube, Facebook, TikTok and X. The advertisement highlights the product in action, portraying its powerful formulation and superior benefits. This campaign seamlessly marries (G)I-DLE's relentless drive with Rexona's essence of undaunted confidence, setting the tone for what promises to be a trailblazing collaboration.

Stay tuned as Rexona and (G)I-DLE chart this exhilarating journey, championing confidence, movement, and breaking limits every step of the way. Join Rexona and (G)I-DLE on this invigorating journey, and let's all #GLOWFORIT!

Source: Hill+Knowlton Strategies