Coors Light thermochromic technology used for new deodorant product

Molson Coors‘ owned beer brand, Coors Light, has partnered with deodorant brand, Duradry, to launch Dura Chill, the first-ever chill deodorant with cold-activated packaging to let consumers know when it’s ready to be applied.

Inspired by the viral trend of chilling beauty and skincare products for an extra refreshing boost, Dura Chill feels best straight from the fridge. Just like Coors Light’s cold-activated cans, Dura Chill features the same thermochromic technology to signal chill.

“Coors Light is all about helping people ‘Choose Chill,’ and this summer, we wanted to take that to the next level – starting with your armpits,” said Marcelo Pascoa, vice president of marketing at Coors Light. “Whether you’re sweating through a heat wave or just trying to stay chill while watching a Leagues Cup match, Dura Chill is like giving your underarms their own ice-cold beer.”

“Sweat happens, but staying cool should be effortless,” said Jack Benzaquen, founder of Duradry. “With Coors Light, we turned high-performance sweat protection into a fridge-worthy summer flex. Dura Chill is proof that even your pits deserve to chill like a beer.”

Limited quantities are now available for $14.99 on Shop.CoorsLight.com or Duradry.com.