The New Rexona Men Extreme Protection: Extreme Protection for Active Men Facing The Future

Rexona Men launched its new variant, The New Rexona Men Extreme Protection. This new product provides extreme protection for active men who face all types of situations that may come up in the future.

“Rexona combines research and technology in formulating The New Rexona Men Extreme Protection. This newest breed of Rexona Men answers the needs of active men facing the future. In the midst of modern life, with challenges getting harder, the competition becomes tougher and the temperatures are getting higher, the human race – especially men – need to be ready to face excessive sweat in all situations in the future. Therefore, men need protection: a deodorant that prevents excessive sweat, decreases the number of odorous bacterias and then protects their bodies from bad body odor,” says Satria Utama, Senior Brand Manager Deodorant PT Unilever Indonesia Tbk .

Dr. Hanny Nilasari, Sp.KK, Staff of The Dermatovenereology Division, Faculty of Medicine University of Indonesia – Ciptmo Mangunkusumo Hospital explains, ”There are two main causes why human body produces sweat: the physical sweat and the emotional sweat. The physical sweat occurs because of temperatures and physical activities, while the emotional sweat occurs when our adrenaline levels change, for instance when we feel depressed, scared, or self-conscious, this can happen even in cold temperatures. In addition, men sweat twice as much as women, as they have a larger number of active sweat glands.”

“Excessive sweat comes from the apocrine glands, which causes body odor because apocrine contains high levels of fat, which is desirable for odorous bacterias. There are actually different ways to overcome excessive sweat, such as removing the sweat glands from the underarms through an operation procedure, hormonal medicine intake, botulinum toxin A (BOTOX-A) shots and the iontophoresis technique. For the most practical and safe

solution, use deodorant,” suggests Dr. Hanny Nilasari, Sp. KK.

The New Rexona Men Extreme Protection is a deodorant that gives maximum protection. It is proven to be effective even in the hottest temperatures in the world, 58°C, which was recorded in Al Aziziyah, Libya on September 13, 1922. The efficiency was measured by an antiperspirant efficacy research initiated by the Unilever R&D Port Sunlight, UK, and conducted by the School of Sport and Exercise Sciences, the University of Birmingham, UK.

Dr. Hanny Nilasari, Sp.KK adds, “For safety, use only quality deodorants formulated through thorough research, and produced using advanced and reliable technology.”

In conjunction with the launch of The New Rexona Men Extreme Protection, Rexona Men also holds a number of activities that will be executed through the “Rextreme Future Protection Challenge” campaign, which invites men to experience extreme thoughts and action when facing the future. This campaign underlines two major activities, namely “The Rextreme Idea and Concept Competition” and “The Rextreme Future Protection Event”.

“The Rextreme Idea and Concept Competition aims to explore, gather and compete in terms of creativity in a form of ideas, concepts, and/or designs to create a protection device for humans or other living creatures in facing future extreme conditions. This competition is Rexona’s token of support and appreciation for the Indonesian people’s creativity in preparing themselves to face future challenges,“ describes Satria Utama.

Wahyu Aditya, a member of “The Rextreme Idea and Concept Competition” judging panel, who also founded the Hello Motion Academy and won the the International Young Creative Entrepreneur of the Year (IYCEY) from the British Council in 2007 in the film category, says, “With the Rextreme Future Protection Challenge, it is hoped that we can generate new seeds of creativity in terms of ideas, concepts and/or designs that will bloom from the new generation of the Indonesian creative community.”

Launched in 2007, “Rextreme” is an annual campaign from Rexona Men. The year 2009 is the campaign’s third year, themed “Rextreme Future Protection Challenge”.

There are three categories for the participants of “Rextreme Concept and Design Competition”: public, university students and media. Besides Wahyu Aditya, the other member of the judging panel is Prof. Drs. J. Pamudji Suptandar, a professor of design from Trisakti University. The competition opens on Janury 5 and finishes on February 28, 2009. The participants can submit their entries to www.rextremeprotection.com. The winner will be announced on March 15 2009 in the Cilandak Town Square, and a total prize of Rp 200 million will be given.

“The Rextreme Future Protection Event” is a challenging activity, where the audience can experience being exposed to the product through futuristic games. In this activity, each person who brings The New Rexona Men Extreme Protection product will receive an opportunity to win the following prizes: 1 HP mini laptop, 1 Blackberry C 8330, 3 spy camera sunglasses, and 20 USB bracelets.

“The Rextreme Future Protection Event” will be held in three cities: in Ambarukmo Plaza, Yogyakarta, February 14-15, 2009; Parijs van Java, Bandung, February 28 to March 1, 2009; and Cilandak Town Square, Jakarta, March 14 to 15,2009. In these cities, the audience will be entertained by extreme bands, namely Discomojoyo in Yogyakarta, Rock and Roll Mafia in Bandung and Goodnight Electric in Jakarta.