1990s: Shield goes Pro Sport
Shield entered the world of professional sports, backing some of the world’s best sports men and women: tennis champion Steffi Graf, the All Blacks, the Springboks, mountain biker Darren Berrelcloth, BASE jumper Miles Daisher, survivalist Bear Grylls, tennis champion David Nalbandian, cricketer Andrew Flintoff and the Lotus F1™ Team.
1980s: Global Expansion
Rexona continued to expand, bringing superior sweat protection to people all over the globe. Today, it’s known around the world as Rexona, Rexena, Shield, Degree or Sure – depending on where you are. The name may have changed, but our dedication to superior performance has stayed the same.
1960s: Creating a new category of deodorant brands
In the 1960s the world met Rexona antiperspirant, later to become Sure in the UK. It was then introduced in Finland and quickly rolled out to the rest of the world. In South Africa it was introduced as Shield.
1930s: Joining Unilever Brands
Rexona was bought by British soap maker Lever Bros, who would soon join Dutch Margarine Unie to form Unilever.
1920s: Welcome to Rexona town
Rexona’s first advertising campaign launched in the 1920s. Personal hygiene billboards began to spring up all over Australia touting the company name, with contests held for each town’s Rexona Baby and Miss Rexona. Some would proudly state: ‘Welcome to our town, a good Rexona Town.’
1900s: Mrs. Sheffer's Ointment
Founded as Rexona, the company was created by Mrs Alice Sheffer, the wife of SF Sheffer, the founder of the Sheldon Drug Company. A talented physician, she wanted to give people new kinds of personal care products, with effective ingredients that also smelled good. When Rexona hit the shelves in 1908, it soon became the company’s biggest seller.