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JDO Shanghai has rebranded Rexona in China, giving one of the world’s most established deodorant brands a clearer, more confident way to show up in a fast-changing market.

Around the world, deodorant brands are dialling down the noise. Big performance claims are giving way to something more meaningful, helping consumers feel efficacy rather than simply being told about it.

In China, deodorant may still be an emerging category, but growth is accelerating quickly and expectations are rising just as fast.

Rexona had previously driven visibility through a series of high-profile IP collaborations. While effective in the short term, this approach began to fragment recognition across the range, making it harder for consumers to quickly identify the brand and its core benefits, particularly in busy retail and e-commerce environments.

At the same time, Chinese consumers were changing. Clear proof that effectiveness still mattered, but there was a growing pull towards brands that felt more confident, reassuring, and considered in how they showed up.

Together, these factors created a clear opportunity for Rexona to refocus on the strength of the masterbrand and build trust that could grow with the category.

Partnering with JDO Shanghai, Rexona undertook a rebrand designed to restore clarity, cohesion, and confidence across the portfolio. The masterbrand framework was redefined, with information hierarchy and communication restructured so that benefits are instantly legible across both physical retail and e-commerce environments.

A unified visual system was then introduced to bring greater consistency, recognisability, and confidence to the range. The result is a portfolio that feels more credible and better prepared to grow as the category matures.

In the deodorant category, trust is everything. Consumers want reassurance that a brand will deliver on its promises, day after day. Rexona’s story was already strong, but in China, it needed a clearer, more cohesive way to express it. By building a system that makes benefits instantly legible while also feeling more confident and sensory, we’ve created a foundation that can grow with both the market and consumers’ expectations.

Erin Guan, Brand Manager at Rexona China, comments:
“JDO successfully translated Rexona’s core brand DNA into a design language that resonates with Chinese consumers, seamlessly balancing aesthetics with functionality. The new identity provides a strong platform for Rexona to stand out in an increasingly competitive market while supporting sustainable future growth.”

This rebrand brings us back to the heart of the Rexona brand. The benefits are clearer and more consistent, strengthening how Rexona shows up in China while staying true to its global identity. This has been a real partnership, where thinking and creativity have built a platform for long-term growth. One where trust doesn’t need explaining, because consumers can genuinely feel it.