Sure trials the world’s first deodorant for people with disabilities

Revolutionary deodorant prototype from Sure makes product application more accessible and inclusive.

An image of the new Sure deodorant, the world’s first adaptive deodorant built with a diverse disability community.

Sure Deodorant, makers of the world’s #1 antiperspirant, has launched a new trial to develop the world’s first inclusive deodorant for people with visual impairment and upper limb motor disabilities. The trial will see Sure work with the disabled community to trial a new prototype design called Sure Inclusive.

Marking the beginning of the brand’s journey into accessible design, the Sure Inclusive prototype has been piloted by a diverse community of engineers, design experts, occupational therapists and disabled consumers to develop a first-of-its-kind product innovation that was introduced to U.S audiences this week. The trial is expected to commence in the UK in August 2021.

More than one in five Brits has a disability, yet many products and experiences are not designed with this community in mind1. Across the beauty and personal care industry there is currently no deodorant product specifically designed for people with upper limb disabilities to use; twisting a deodorant cap, turning a stick, or pushing down on a spray can with limited arm mobility can be a real challenge.

Driven by a mission to make the deodorant application process more accessible to everyone, Sure Inclusive is the world’s first adaptive deodorant and has been designed with the following revolutionary features:

  • A hooked design for one-handed usage
  • Magnetic closures that make it easier to take the cap off and put it back on for users with limited grip and/or vision impairment
  • Enhanced grip placement for easier application for users with limited grip or no arms
  • A braille label with instructions for users with vision impairment
  • A larger roll-on applicator to reach more surface area per swipe
An image of an individual with upper limb disabilities using the new sure deodorant. The world’s first adaptive deodorant built with a diverse disability community.

To ensure the prototype is effective and accessible, the trial will include input from users living with disabilities to inform the concept, product features, and messaging in order to help improve the innovation before its future commercial launch.

Sure is committed to supporting people with disabilities in the UK and has committed to the sponsorship of Parallel – a digital festival of inclusivity focused on disability inclusion within sport, happening virtually this year in late June.

“As a brand that’s committed to inspiring confidence in everyone to move more, Sure believes no one should be held back from experiencing the transformative benefits of movement.” said Kathryn Swallow, Global Sure Brand Vice President.“More than 1 billion people are estimated to live with some form of disability2, yet products and experiences are still not designed with this community in mind. With Sure Inclusive we hope to inspire bold action across the industry to ensure that people with disabilities have an equal playing field.”

By introducing a deodorant serving the needs of those with visual impairment and upper limb disabilities, Sure continues to advance its ongoing commitment to provide inclusive products for everyone - whomever you are and however you move.

“Breaking stereotypes unleashes creativity and drives growth. Sure Inclusive challenges what a deodorant product should be. It’s a breakthrough accessible design that genuinely serves the needs of people with visual impairment and upper limb motor disabilities,” said Aline Santos Farhat, EVP of Global Marketing and Chief Diversity and Inclusion Officer at Unilever.

The brand looks forward to making further progress on its long-term commitment to create equitable access to movement for all. To learn more about the product and brand's commitment click here.

Media contact

Jessica Earland Jessica.Earland@Edelman.com

About Sure

Sure deodorants and antiperspirants are designed to inspire the confidence in everyone to move more. We make it our business to know more about sweat, and what we learn informs every product innovation to help you keep moving. As a brand designed for and dedicated to promoting movement, Sure has always believed in the power of movement to enhance our wellbeing. Yet, we know that the opportunity to move is not distributed equally, which is why we have made a commitment to ensure everyone has the freedom to move and help youth transform their lives through the power of movement. We are bringing this commitment to life through a variety of ongoing partnerships and programs that strive to help everyone find the confidence to move beyond limits. Visit www.suredeodorant.co.uk and follow us on Instagram, Twitter, and Facebook to learn more.


1 Disability facts and figures | Disability charity Scope UK
2 World Health Organization, 2020

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