Dry Idea
Encyclopedia
Dry Idea antiperspirant is part of the Dial Corporation's family of products.
Formerly a Gillette Company brand, Dry Idea was sold to the Dial Corporation (a US division of the German consumer goods group Henkel
[along with Soft & Dri and Right Guard]) in 2006 for $420 million as a condition set forth by anti-trust authorities for Procter & Gamble
's $57 billion Gillette acquisition.
Dry Idea antiperspirant deodorants, traditionally unisex, have been around for over three decades.
In the 1980s, Dry Idea was known for its famous commercials starring various celebrities giving advice including the tag line "Never let them see you sweat". Some of these celebrities included NFL Coach Dan Reeves
, fashion designer Donna Karan
, and Miss America 1987 Kellye Cash
.
DRY IDEA PRODUCTS
NEVER LET THEM SEE YOU SWEAT
Formerly a Gillette Company brand, Dry Idea was sold to the Dial Corporation (a US division of the German consumer goods group Henkel
Henkel
Henkel AG & Co. KGaA is an multinational company headquartered in Düsseldorf, Germany.The company operates in three business areas: Home Care , Personal Care ,...
[along with Soft & Dri and Right Guard]) in 2006 for $420 million as a condition set forth by anti-trust authorities for Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
's $57 billion Gillette acquisition.
Dry Idea antiperspirant deodorants, traditionally unisex, have been around for over three decades.
- Roll-ons (the first product introduced) – 1978
- Aerosols and solids – 1985
- Dry Idea for Men – 1988 (deleted by the early 90’s)
In the 1980s, Dry Idea was known for its famous commercials starring various celebrities giving advice including the tag line "Never let them see you sweat". Some of these celebrities included NFL Coach Dan Reeves
Dan Reeves
Daniel Edward Reeves is a former American football player and head coach. He has participated in more Super Bowls as player/assistant coach/Head Coach than anyone else...
, fashion designer Donna Karan
Donna Karan
Donna Karan is an American fashion designer and the creator of the Donna Karan New York and DKNY clothing labels.-Early life:...
, and Miss America 1987 Kellye Cash
Kellye Cash
Kellye Cash-Sheppard from Memphis, Tennessee, was Miss Tennessee 1986 and was crowned Miss America 1987, capturing preliminary honors in both the talent and swimsuit competitions....
.
DRY IDEA PRODUCTS
| Product Type | Description | Available Scents |
|---|---|---|
| Roll-on | This formulation puts the “Dry” in Dry Idea antiperspirants. It contains no water – for a drier application. It’s also time-released for longer-lasting odor protection and fragrance. | Unscented (Hypo-Allergenic), Powder Fresh, Regular |
| Clear Gel | This extra effective no residue formula goes on clear leaving you with the confidence you want to get through your day. | Powder Fresh, Unscented (Hypo-Allergenic), Fresh Clean |
| Clinical Invisible Solid / Roll-on | Dry Idea Clinical Complete gives you maximum wetness protection and over 24-Hour Odor Protection without a prescription. Add in skin-conditioning Vitamin E to create a non-irritating, hypoallergenic product that’s kind to skin. | Unscented(Hypo-Allergenic) |
NEVER LET THEM SEE YOU SWEAT