Rexona wants women to worry less about breaking a sweat

Rexona is putting the everyday sweat anxieties faced by women in Southeast Asia at the centre of its latest campaign, marking its first regional work with frank. Singapore, Omnicom’s dedicated Unilever team.

Rolling out in Indonesia and the Philippines, the campaign builds on Rexona’s global “Rexona won’t EVER let you down” platform, adapting it to situations shaped by the region’s heat, humidity and social environments.

The work taps into the idea that concerns around sweating can extend beyond discomfort, influencing how women approach everyday situations where they may feel particularly conscious of their appearance or proximity to others.

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A series of 30-second films brings these moments to life through scenarios tailored to each market. One follows a student racing up a long flight of stairs to make roll call before a strict lecturer, while another explores the experience of navigating hot environments while wearing a hijab.

Each film moves from the tension of a potentially uncomfortable sweat moment to the character regaining confidence, with humour used to keep the scenarios grounded in everyday life.

The Southeast Asia campaign extends a global platform developed by LOLA MullenLowe and launched in late 2025. The platform sought to broaden Rexona’s positioning around the different situations that can make women sweat, from job interviews and crowded commutes to unexpected moments at work.

For its Southeast Asia adaptation, frank. Singapore has placed greater emphasis on how those pressures can be heightened by the region’s climate and social settings, translating the global proposition into locally recognisable situations across Indonesia and the Philippines.

Juliana Assad, Rexona global brand director for growth and culture at Unilever, said Southeast Asia is a critical market for the brand, adding that the experience of sweating in the region carries both physical and emotional dimensions.

“Women in this region are navigating heat and humidity year-round, and the social dimension of sweat anxiety is real and deeply felt,” said Assad.

She added that the campaign aims to relieve women of the “mental load” associated with sweating, allowing them to move through their day “with confidence rather than calculation”.

Meanwhile, Benoit Freyburger, global business director at frank. Singapore, said the agency saw an opportunity to explore what sweat anxiety means specifically for women in Southeast Asia.

“Our job was to make work that reflects that reality with honesty and a lightness of touch, so that when women see these daily sweat anxiety moments, they recognise themselves and, consequently, Rexona as the solution to help them meet their challenges with confidence,” he said.

The latest work follows Rexona’s “Unlock Your 100 perSCENT” campaign last year, which similarly looked beyond the functional benefits of deodorant to explore its emotional role in women’s lives.

Rather than focusing on the familiar idea of using fragrance to attract attention, the campaign positioned scent as an extension of personality and a source of confidence. Its film followed the same woman across different facets of her life, from pursuing her ambitions at work to spending time with friends and expressing her personal style.

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