Henkel distributes the deodorant and body spray assortment of the mainstream brand Right Guard—comprised of five sub lines—in Great Britain. Until now the appearance of the fifth-largest market player was perceived as manly and powerful, but also as aged and a bit heavy. Additionally, the brand did not stand out strongly enough at the POS. For this reason Right Guard required a relaunch. The starting point of the relaunch was the best-selling basis range and the woman’s range.