London, 02.09.24 – bluemarlin, the award-winning brand acceleration agency, has revealed its latest strategic brand design for Sanex Dermo Maximum Protection 96 Hours Solid Stick Antiperspirant, a new addition to the Sanex Dermo range.
Developed by Colgate-Palmolive, this groundbreaking product is poised to redefine the antiperspirant category, delivering a highly effective level of protection for individuals facing extreme sweating, all while upholding Sanex’s renowned commitment to skin-friendly solutions.

Sanex, a trusted leader in personal care known for its gentle, skin-safe formulations, tasked bluemarlin with a unique challenge: to create a brand design that resonates with consumers dealing with extreme perspiration and celebrates the product’s technological innovation – all without compromising the brand’s core values of skin health and safety.
“Sanex has been synonymous with effective, skin-friendly personal care for many decades now,” said Gareth Roberts, Associate Creative Director, bluemarlin. “The challenge was to communicate the product’s extreme efficacy in a way that is both reassuring and consistent with the brand’s established identity.”
Strategic design direction
bluemarlin’s approach began with an in-depth exploration of Sanex’s brand positioning. Through collaborative workshops with Colgate-Palmolive and insights from research leader Kantar, bluemarlin landed on a strategic direction: Ultra Performance, reflecting the product’s focus on extreme effectiveness and scientific innovation.
“The Ultra Performance approach enabled us to redefine the traditional design of antiperspirants,” Roberts explained. “We incorporated biotechnology elements and performance-driven aesthetics such as meshes, grids, scientific icons and silver – symbols of advanced skin compatibility and protection. This created a visual language that effectively communicates both efficacy and care.”
The final design balances Sanex’s gentle, skin-safe identity with the need to communicate intense protection.
“bluemarlin’s innovative approach allowed us to explore new dimensions of personal care design, particularly in addressing the integration of technology in everyday life,” said Salome Jeune, Brand Director, Sanex Equity. “In the final bundle expression, bluemarlin showcased its commitment to pushing creative boundaries while staying true to our brand’s essence.”