Launched in 1947, this soap is also for the family and positioned as ‘natural skin care soap to give silky, glowing skin’. The positioning of the brand has not changed over the years. Leftside ad of Rexona soap (‘TNMG’ Print Ad of the day) is from 1980s. So, there is not much difference in current positioning of Hamam and Rexona soaps.
That the Rexona soap contains the goodness of coconut is promoted in its ads and from 2005 the re-launched re-packaged modern avatar of Rexona also contains cucumber. ‘For clear, flawless skin’ is the brand proposition of Rexona soap.
As a brand extension Rexona had successfully launched Deodrants with the tagline ‘24 hours protection’.