Rexona and (G)I-DLE join forces to ignite the #GLOWFORIT Movement

In a groundbreaking move that melds innovation with cultural resonance, Rexona proudly announces an unprecedented collaboration with K-pop powerhouse (G)I-DLE. This partnership marks a significant stride for Rexona, transcending the conventional boundaries of deodorant product innovation to embrace cultural influence, epitomizing not only underarm care but also confidence and movement.

(G)I-DLE, at the forefront of the K-pop genre, is renowned for more than just their catchy tunes. Their commitment to challenging norms and pushing boundaries aligns seamlessly with Rexona’s ‘not done yet’ spirit. With a dedicated fan base exceeding 12 million, (G)I-DLE recently achieved a pinnacle moment by topping the Billboard Emerging Artists Chart.

Victor Hugo Jr., Rexona Global Brand Director & Market Development Lead for Deodorants Asia, emphasizes the significance of this collaboration, stating, “(G)I-DLE isn’t just about music; they are icons of determination, challenging norms and reshaping the K-pop landscape. Our partnership represents more than just a collaboration; it’s a synergy of values – of pushing limits and striving for more.”

The collaboration introduces the revolutionary Vitamin+Bright deodorant range, aiming to address the concerns of the 62% of young Asians who restrict their movement due to underarm issues. Beyond providing 72-hour non-stop protection, the Vitamin+Bright range incorporates potent antioxidant vitamins to combat underarm dark marks, offering confidence and unrestricted movement. Available in Roll-on and Aerosol formats, the range caters to diverse needs and occasions.

Victor Jr. Hugo further elaborates, “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 Center Stage

Rexona is steering its brand narrative with the launch of the ‘#GLOWFORIT Movement,’ placing the brightening deodorant range at the forefront. The movement kicks off with an energetic pop-up event at The Starhill Kuala Lumpur on February 15th, featuring engaging activities, roving trucks, and opportunities for attendees to win exclusive (G)I-DLE merchandise. Participants also stand a chance to secure a spot in a Virtual Meet & Greet with (G)I-DLE later in 2024.

The celebration extends beyond the pop-up event, with additional roadshows and exclusive in-store promotions across Watsons and Guardian retail outlets. Attendees can immerse themselves in the K-pop Glow experience, participate in contests, and win Rexona (G)I-DLE merchandise along with passes to the Virtual Meet & Greet session.

Introducing the Rexona Vitamin+Bright Deodorant Range

Rexona introduces the Vitamin+Bright product line, ensuring effective and lasting freshness. The Rexona Roll On, available in a convenient 45ml size, is priced at RM12.90 per piece. For enhanced value, the Rexona Roll On Twin Pack, featuring two 45ml units, is attractively priced at RM20.60 per piece. The Rexona Spray Single, with a generous 135ml content, is available at RM17.40 per piece, while the Rexona Spray Twin Pack, consisting of two 135ml units, is offered at a special price of RM27.80 per piece. Elevate your freshness game with Rexona Vitamin+Bright, now available in-store and online at Watsons and Guardian.

Stay tuned for an exhilarating journey as Rexona and (G)I-DLE champion confidence, movement, and break limits every step of the way. For more information, follow Rexona on Instagram (@rexonamalaysia) & Facebook (RexonaMY). Join Rexona and (G)I-DLE on this invigorating journey, and let’s all #GLOWFORIT!