Case Study
Influencer Marketing
Mar 25, 2026
From Deodorant to Premium Fragrance: How Rexona Generated 50M Views with Influencer-Led Marketing
Rexona, under Unilever, is a leading deodorant brand known for functional sweat protection. In 2025, the brand set out to disrupt Malaysia’s highly competitive fragrance deodorant category by repositioning itself beyond hygiene into premium fragrance and beauty territory. Competing against fragrance-led players such as Nivea and Safi, Rexona aimed to elevate perception and steal share within a cluttered and influencer-dominated beauty landscape. The campaign aimed to reposition Rexona Vitamin+Bright Pear Restore as a premium, perfume-inspired deodoran
