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.”
Credits
Rexona
Juliana Assad, Global Brand Director for Growth & Culture
Ajie Priyo, Global Senior Brand Manager
Firdha Rafliyanti, Global Assistant Brand Manager
frank. Singapore
Benoit Freyburger, Global Business Director
Elysha Chua, Group Account Director
Ariel Ho, Associate Account Director
Omar Sotomayor, Group Creative Director
Natasha Benedicta, Senior Art Director
Loh Seow Khian, Head of Art
Ara Cabalonga, Senior Strategist
Debra Wong, Senior Producer
Jocelyn Lee, Senior Producer
TCP-TBWA \ Indonesia
Nicolas Kosasih, Chief Creative Officer
Chairani Atika – Group Head, Creative
Slamet Ribowo – Art Director
Atika Hanifa – Senior Copywriter
Sharmine Panthaky, Senior Business Director
Annisa Septira, Associate Account Director
Cikal Wisnu Pramudya, Account Manager
Applebox Asia
Founder Executive Producer: Khoo
Film Director: Dario Fau
Executive Producer: Farah Fatah
Senior Producer: Dear Petchsuwan
Operation Manager: Pitawan Jinaphant,
Cinematographer: Theo Reynal
Photographer: Waroon Kiettisin
1st Assistant Director: Kanoon
Art Director: P Big
Stylist: Kate
Editor – Director Cut: Cyril Besnard
Editor: Simran Kaur
Colourist: Colorsmith
Post Production: TQL
KOL Philippines: Kaori Onima
Talent Indonesia: Tarisya Milanti Pamungkas
