When companies change labels on products

I went to the store yesterday to buy a can of deodorant. I've been using Sure forever. Yesterday at the store, I went to the usual shelf space and I didn't see it. It was there, but I didn't see it. Nothing is wrong with my eyes -- but Sure now has a different label on the can.

Why do companies change labels? Often they change labels because they want to change their image without a total makeover which means changing their name.

Below is a photo of the new can and the old can, and the new can has which is on the left, appears to me to be a more feminine design. That didn't stop me from buying it, but I think they are going after more female consumers.