Secret (deodorant brand)
Secret is an antiperspirant/deodorant for women manufactured by Procter & Gamble. It is sold in the United States, Canada, and Mexico. Secret was launched as the first female deodorant in 1956, after more than 10 years of research that began in 1945. Secret is the only female brand antiperspirant/deodorant in Procter & Gamble’s portfolio of products, which includes male brands Gillette and Old Spice.
There are currently more than 55 different antiperspirant/deodorant products sold under the Secret brand. Products are produced by company plants in Greensboro, NC and in Mexico City, Mexico, which are then distributed to retailers. Secret products are sold in a variety of channels, including supermarkets, drug stores and mass merchandisers. They are also available through various online retailers.
Procter & Gamble began research on the product that would be Secret’s first in 1945. In 1956, Secret was introduced as a cream that was applied with fingers to the underarm area for underarm odor control. It was the first antiperspirant/deodorant product made for, and marketed to, women. In 1958, Secret introduced a roll-on product, with a spray following in 1964. The solid round stick version was launched in 1978.
Early product innovations were driven by the principle that men and women may have different needs when it comes to odor protection, but women should never have to compromise on efficacy. The slogan “Strong Enough for a Man, Made for a Woman” was developed in the early 1970s and grew to become one of Secret’s most famous advertising tag lines. (Reference: P&G Corporate Archives)
During the 1980s, Secret adapted the solid antiperspirant/deodorant from a round stick to a wide stick in order to better fit under a woman’s arm. Secret also introduced three new scents: Powder Fresh, Spring Breeze and Sporty Clean, to meet growing consumer demand for a variety of scents. By the end of the 1980s, Secret was the leading women’s deodorant brand in dollar sales.
The 1990s brought more innovations with the launch of Ultra Dry and Sheer Dry. These products were proven to provide more strength and protection [than previous versions]. In 1999, Secret introduced Platinum Soft Solid, the strongest over-the-counter form of antiperspirant/deodorant protection available at the time.
Secret continued product line expansion in the new millennium. Starting in 2001, three new scents were added: Ambition, Genuine and Optimism. This was followed by the 2002 launches of Secret Platinum Clear Gel and Secret Invisible Solid, with a micronized formula that goes on clear.
In 2007, Procter & Gamble introduced Secret Clinical Strength, the first product from Secret promising clinical strength wetness protection without a prescription. The Secret Clinical Strength formulas are also the only antiperspirants to receive the International Hyperhidrosis Society Seal of Recognition.
In 2008, Secret’s scientists developed Secret Flawless, a wetness improvement over the formula featured in their Platinum line. Secret Flawless features proprietary scent renewing technology and movement-activated protection.
In 2009, Scent Expressions was launched and featured 11 unique scents. This line of Secret products was designed to meet growing consumer interest in scent-based deodorants. Also launched was the brand’s first waterproof deodorant, Secret Clinical Strength Waterproof.
In 2010, Secret was one of several brands featured in Procter & Gamble’s sponsorship of the 2010 Winter Olympics. The “Thank you Mom” campaign featured athletes and their mothers. Secret worked with Tanith Belbin, Allison Baver and Allison Baver’s mother. Secret launched an online campaign, “Let Her Jump,” which promoted making women’s ski jumping an official Olympic sport.
2010 marked Secret’s first time working directly with its Facebook fans to name a future product in the Scent Expressions line. In August, Secret launched 3 body splashes within the Scent Expressions line and 2 body mists within Fresh Effects, the brand’s first foray into the non-aerosol body spray form.
In 2009, Facebook and Nielsen collaborated to provide opt-in polls on Facebook’s homepage for brands to collect consumer attitudes and purchasing intent. Within a short amount of time, Procter & Gamble saw over 400,000 users become fans of the Secret deodorant page. Of those who responded to the poll, 11 percent were “extremely likely” to purchase.