Charting new territories, Rexona announces a groundbreaking collaboration with K-pop powerhouse (G)I-DLE. This Rexona x (G)I-DLE collaboration signifies Rexona’s commitment to merging deodorant product innovation with cultural resonance, making it not just about underarm brightening and freshness, but also about confidence and movement.
A Fusion of Confidence and Innovation
Leading the K-pop genre, (G)I-DLE goes beyond melodious rhythms and foot-tapping beats. Their ethos of challenging boundaries and limits echoes Rexona’s ‘not done yet’ spirit. Boasting a loyal fan base of over 12 million, their recent pinnacle achievement saw them top the Billboard Emerging Artists Chart.
An Illuminating Partnership
“(G)I-DLE isn’t just about music; they are icons of determination,” says Victor Hugo Jr. the Rexona Global Brand Director & Market Development Lead for Deodorants Asia. “Our partnership represents more than just a collaboration; it’s a synergy of values – of pushing limits and striving for more. As (G)I-DLE breaks barriers in music, Rexona does the same in personal care, ensuring everyone feels fresh, confident, and unstoppable.”
Steering the #GLOWFORIT Movement
Rexona is steering its brand narrative with the ‘#GLOWFORIT Movement’ as the central platform for its brightening deodorant range. Launching with enthusiasm, the #GLOWFORIT Movement takes its first step. It shines a spotlight on the lively Rexona pop-up event at the core of The Starhill Kuala Lumpur on February 15th. The booth offers thrilling activities, surprise-filled trucks, and chances to win Rexona (G)I-DLE merchandise.
Join the Excitement
This lively celebration not only comes alive at The Starhill pop-up event. It also extends its enchantment through additional roadshows and exclusive in-store promotions across all Watsons and Guardian retail outlets. Attendees have chances to experience the K-pop Glow and win Rexona (G)I-DLE merchandise and Virtual Meet & Greet passes!
Stay tuned as Rexona and (G)I-DLE chart this exhilarating journey, championing confidence, movement and breaking limits every step of the way. For more information, follow Rexona on Instagram & Facebook. Join Rexona and (G)I-DLE on this invigorating journey, and let’s all #GLOWFORIT!
Text By Zaharah Roslan
Read More
