NEW YORK, Jan. 5, 2015 /PRNewswire/ -- Idelle Labs Ltd. Announces that Sure® antiperspirant has unveiled two new scents featuring advanced odor protection technology.

The new scents, Fresh & Cool and Powder Fresh, are reformulations of the existing Fresh Scent and Powder Scent, and feature encapsulated structures that release fragrance throughout the day for 48-hour protection. Fresh & Cool and Powder Fresh are both available in original solid and invisible solid.

"We are proud to introduce these new modern scents," says Rick Cutler, Vice President, Personal Care Grooming & Liquids at Idelle. "Sure continues to stand out to consumers for offering lasting protection and worry-free confidence."

Sure's newest products are currently available at major retailers nationwide for a suggested retail of $1.99-$2.99 each. For additional information about Sure visit www.suredeodorant.com.

About Sure®

First introduced to the U.S. market in 1973, Sure® remains a leading antiperspirant and deodorant brand. Sure provides outstanding odor and wetness protection. In the 1980's, the brand ran one of the most memorable advertising campaigns with the slogan, "Raise your hand if you're Sure."

About Idelle/Helen of Troy

Sure is distributed by Idelle Labs Ltd., a division of Helen of Troy Limited (NASDAQ, NM: HELE). Idelle Labs designs and distributes personal care products including PERT Plus, Infusium, Brut, and Sure in the United States and Canada. Helen of Troy Limited is a leading global consumer products company offering creative solutions for its customers through a strong portfolio of well-recognized and widely-trusted brands, including: Housewares: OXO®, Good Grips®, Soft Works®, OXO tot® and OXO Steel®; Healthcare/Home Environment: Vicks®, Braun®, Honeywell®, PUR®, Febreze®, Stinger®, Duracraft® and SoftHeat®; and Personal Care: Revlon®, Vidal Sassoon®, Dr. Scholl's®, Pro Beauty Tools®, Sure®, Pert®, Infusium23®, Brut®, Ammens®, Hot Tools®, Bed Head®, Karina®, Ogilvie® and Gold 'N Hot®. The Nutritional Supplements segment was formed with the recent acquisition of Healthy Directions, a U.S. market leader in premium doctor-branded vitamins, minerals and supplements, as well as other health products sold directly to consumers. The Honeywell® trademark is used under license from Honeywell International Inc. The Vicks®, Braun®, Febreze® and Vidal Sassoon® trademarks are used under license from The Procter & Gamble Company. The Revlon® trademark is used under license from Revlon Consumer Products Corporation. The Bed Head® trademark is used under license from Unilever PLC. The Dr. Scholl's® trademark is used under license from MSD Consumer Care, Inc. For more information about Helen of Troy Limited, please visit www.hotus.com.

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SOURCE Sure