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This article was originally published in The Rose Sheet

Executive Summary

Ultra Dry antiperspirant is "proven to keep you drier than regular solids, gels or sprays," according to Unilever's Helene Curtis division. Targeted to women for whom traditional antiperspirants do not provide adequate protection, Ultra Dry is a creamy product dispensed in metered doses, the company explained. The patent-pending dosage system allows the formula to be dispensed without pressure, which allows for a higher level of protection, the company explained. Available now in three scents -- Baby Powder, Shower Fresh and Soothing Aloe -- Ultra Dry costs $1.69 for 1.7 oz. and $2.59 for 2.7 oz., representing about a 30% premium over other Suave antiperspirants. Ads will run through the beginning of July. Suave is also making its clear antiperspirant debut with Invisible Solid, an "affordable solid that goes on clear while still delivering" dryness protection, according to the company. The formula performs as effectively as the leading brand and goes on drier than the leading invisible solid, Helene Curtis claims. Available now in Baby Powder and Shower Fresh, Invisible Solid costs $1.29 for 1.6 oz. (consistent with Suave line pricing) and $1.99 for 2.6 oz...

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Chart: Weekly Trademark Review -- Nov. 2, 2010

Weekly Trademark Review




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