Sure antiperspirant and deodorant Reveals New Packaging and Introduces Conditioning Solids

    Sure antiperspirant and deodorant Reveals New Packaging and Introduces
                             Conditioning Solids

PR Newswire

NEW YORK, May 7, 2013

NEW YORK, May 7,2013 /PRNewswire/ --Sure® antiperspirant and deodorant has
unveiled a new packaging design and added two conditioning solids to its
product line. With its latest adaptations, Sure intends to cater to its
current consumers as well as source new female users.

Sure's updated packaging features an infinity band to convey the brand's
message of continuous protection that lasts all day. The colored infinity
bands, which are softer shades of purple, pink, blue, green and orange,
differentiate the scents, while the packaging stays clean and confident.The
overall design, including the new purple, curved cap offers a proprietary look
which is sleek, feminine and modern.

To further appeal to loyal users as well as attract new ones, Sure created a
Vitamin Infusion Conditioning Solid and a Pure Essence Conditioning Solid.
These pH-balanced invisible formulas provide lasting odor and wetness
protection and work to reduce irritation and smooth skin. The unscented
Vitamin Infusion variety conditions and repairs skin with Vitamins A and E,
while the Pure Essence Conditioning Solid features a light fragrance and
soothing aloe extracts.

"We are proud to introduce our redesigned packaging and innovative new
varieties," says Rick Cutler, Marketing Director at Idelle Management Company.
"While most of the deodorant category is currently chasing a scent story, Sure
stands out for offering lasting protection andlight fragrances that don't
compete witha woman's perfume or lotion."

Sure's new packaging and conditioning solids are currently available
nationwide at major drug and grocery stores, including Walmart, Target, CVS,
Walgreens, Rite Aid, Kroger, Meijer, Safeway, Publix and HEB. Products include
Unscented, Regular Scent, Fresh Scent, Powder Scent, Vitamin Infusion and Pure
Essence and retail for $1.99 to $2.99 each.

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

About Idelle
Sure® antiperspirant and deodorant is distributed by Idelle Labs Ltd., a
division of Helen of Troy Limited (NASDAQ, NM: HELE). Idelle Labs manufactures
and distributes personal care products including PERT Plus, Infusium, Brut,
and Sure in the United States and Canada.


Contact: Kira Kohrherr, K Public Relations LLC, 646.756.4217,; Liz Graham, K Public Relations LLC, 646.756.4209,
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