Unilever's Rexona Launches First Southeast Asia Campaign with frank. Singapore

Sep. 14, 2026

Rexona, the world’s leading antiperspirant, has launched a new campaign in Southeast Asia in collaboration with frank. Singapore, Omnicom’s dedicated Unilever team. Unveiled in Indonesia and the Philippines, the work extends the brand’s latest global platform ‘Rexona won’t EVER let you down’ where Rexona helps women navigate everyday sweat moments with confidence and control. 

The global platform, developed by LOLA MullenLowe and launched in late 2025, repositioned Rexona around the broader truth that life gives women many reasons to sweat: a job interview, a crowded commute, an unexpected curveball at work. The Southeast Asia adaptation deepens this insight in a region where these tensions are more intense, whether due to heat, humidity or concerns around proximity and social exposure. Given that sweat is an everyday reality for women here, sweat-related anxieties and embarrassment can shape lifestyle decisions and coping mechanisms beyond product choice. 

The campaign showcases a series of 30-second TVCs across Indonesia and the Philippines, each built around a specific sweat tension: climbing a long flight of stairs to make roll call before a strict lecturer, and navigating hot environments wearing a hijab. Each film follows the same arc that is uniquely relatable in this region — the tension of a sweat moment, the confidence that comes from knowing Rexona will never let you down, and a resolution that lands with warmth and humour.

The films were produced in partnership with the same director Dario Fau behind the global films, bringing visual and creative continuity to the regional extension. In the Philippines, actress Kaori Oinuma leads the campaign as the brand's protagonist. 

At the heart of the campaign is the Rexona Women Antiperspirant Spray. 

Juliana Assad, Rexona Global Brand Director for Growth & Culture, Unilever, said:

“Southeast Asia is a critical market for Rexona, and we've long known that the sweat experience here is distinct — not just physically, but emotionally. Women in this region are navigating heat and humidity year-round, and the social dimension of sweat anxiety is real and deeply felt. Rexona's promise has always been simple and absolute: it won't ever let you down. As our campaign shows, Rexona exists to free women from the mental load of sweat — so they can move through their day with confidence rather than calculation.”

 

frank. Singapore Global Business Director Benoit Freyburger said:

“Rexona is a brand with a powerful global platform and a clear, honest promise — and we're proud to be bringing that to life in Southeast Asia for the first time. What excited us about this brief was the opportunity to go deeper into what sweat anxiety actually means for women in this part of the world. 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.”