SuperMax men’s deodorant launches in Sri Lanka

Saturday, 16 February 2013 00:00 -     - {{hitsCtrl.values.hits}}

CIC Holdings PLC (CIC), a leading blue chip company in Sri Lanka, recently announced the launch of SuperMax men’s deodorants. This venture comes hot on the heels of CIC’s successful re-launch of SuperMax shaving products.

A global company with operations spread across five continents, SuperMax gears its products towards the active urban man who wants to get the best out of life. With the hot and sweaty season around the corner, there is no better time to revolutionise men’s hygiene in Sri Lanka.

SuperMax presents six bold and unique fragrances: Torque, Aqua, Excite, Magnet, Vibe and Gravity. The range is packaged in striking aluminium cans with a specially designed spray release mechanism that avoids misaligned spraying and sharp, prickly spray pressure.

The antibacterial agents present in the deodorant effectively kill the germs that cause body odour, and with their long lasting fragrance, the range will have consumers covered when the pressure is on and the sweat beads try to form.

Commenting on the partnership, Samantha Ranatunga, Managing Director/CEO of CIC Holdings said: “It is with much anticipation and delight that CIC Holdings brings this trendy new product to Sri Lanka. In line with trends worldwide, the urban man in this country is becoming much more conscious of personal grooming and fashion.

“With a more vibrant workplace, comes the need for a deodorant that protects through those long days in crowded offices, elevators and restaurants. SuperMax provides just that, as it will prove during the scorching heat and humidity coming up in March and April. With the product being sold in major outlets, we anticipate SuperMax deodorant to liven up store shelves and to establish itself as a household name very quickly.”

With men’s grooming sales being predominantly urban-led, SuperMax comes to the market with this innovative range of deodorants at an opportune time. This emerging market will be served by a company, SuperMax, which owns one of the world’s fastest growing shaving brands in the world and represents a deep understanding of the male grooming market.

CIC Holdings, a large diversified conglomerate, will be using its food and personal care expertise to distribute the SuperMax product range. The combined strengths of these two companies will give the Sri Lankan consumer the benefit of affordable, innovative products at a vast number of touch-points across the island.