Secret (brand)
Encyclopedia
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.
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)
The 1980s
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
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.
The New Millennium
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.
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.
Secret Flawless
Secret Smooth Effects
Deodorant
Deodorants are substances applied to the body to affect body odor caused by bacterial growth and the smell associated with bacterial breakdown of perspiration in armpits, feet and other areas of the body. A subgroup of deodorants, antiperspirants, affect odor as well as prevent sweating by...
for women manufactured by 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....
. 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.
History
Procter & GambleProcter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
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
Body odor
Body odor or body odour, sometimes colloquially abbreviated as B.O., is the smell of bacteria growing on the body. The bacteria multiply rapidly in the presence of sweat, but sweat itself is almost completely odorless to humans....
control. It was the first antiperspirant/deodorant
Deodorant
Deodorants are substances applied to the body to affect body odor caused by bacterial growth and the smell associated with bacterial breakdown of perspiration in armpits, feet and other areas of the body. A subgroup of deodorants, antiperspirants, affect odor as well as prevent sweating by...
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)
The 1980s
During the 1980s, Secret adapted the solid antiperspirant/deodorant
Deodorant
Deodorants are substances applied to the body to affect body odor caused by bacterial growth and the smell associated with bacterial breakdown of perspiration in armpits, feet and other areas of the body. A subgroup of deodorants, antiperspirants, affect odor as well as prevent sweating by...
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
Deodorant
Deodorants are substances applied to the body to affect body odor caused by bacterial growth and the smell associated with bacterial breakdown of perspiration in armpits, feet and other areas of the body. A subgroup of deodorants, antiperspirants, affect odor as well as prevent sweating by...
brand in dollar sales.
The 1990s
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
Deodorant
Deodorants are substances applied to the body to affect body odor caused by bacterial growth and the smell associated with bacterial breakdown of perspiration in armpits, feet and other areas of the body. A subgroup of deodorants, antiperspirants, affect odor as well as prevent sweating by...
protection available at the time.
The New Millennium
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
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
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
Hyperhidrosis
Hyperhidrosis is the condition characterized by abnormally increased perspiration, in excess of that required for regulation of body temperature.-Classification:Hyperhidrosis can either be generalized or localized to specific parts of the body...
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
Tanith Belbin
Tanith Jessica Louise Belbin is a Canadian-American ice dancer. Though born in Canada, she holds dual citizenship and has competed for the United States since she began skating with Benjamin Agosto in 1998. With Agosto, Belbin is the 2006 Olympic silver medalist, four-time World medalist,...
, Allison Baver
Allison Baver
Allison Baver is an American short track speed skater. Baver trains with the US permanent winter sports Olympic team, in Salt Lake City, Utah. In the 2005-2006 season, she was ranked third overall in the World Rankings...
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.
Media Presence
In 2009, FacebookFacebook
Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...
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.
Original
| Available In | Scents |
|---|---|
| Solid | Shower Fresh |
| Powder Fresh | |
| Unscented | |
| Sheer Clean | |
| Spring Breeze |
Flawless Renewal
| Available In | Scents |
|---|---|
| Invisible Solid | Completely Clean |
| Protecting Powder | |
| Refreshingly Floral | |
| Satiny Tropical | |
| Totally Fresh | |
| Unscented | |
| Clear Gel | Clean Powder |
| Clearly Tropical | |
| Refreshingly Floral | |
| Unscented |
Scent Expressions
| Available In | Scents |
|---|---|
| Invisible Solid | Bella Bloom |
| Coco Butter Kiss | |
| Rockstar Rose | |
| Truth or Pear | |
| Va Va Vanilla | |
| Wild Jasmine | |
| Clear Gel | Cheery Mischief |
| Fabulously Floral | |
| Ooh-La-La Lavender | |
| Pretty ‘N Peach | |
| Totally Tropical | |
| Va Va Vanilla | |
| Body Splashes | Cocoa Butter Kiss |
| Ooh-La-La Lavender | |
| So Very Summerberry |
Smooth Effects
| Available In | Scents |
|---|---|
| Refreshingly Floral | |
| Sensitive Skin | |
| Smooth Powder | |
| Silky Botanicals | |
| Satiny Tropical | |
| Wildflower Fresh |
Fresh Effects
| Available In | Scents |
|---|---|
| Invisible Solid | Cucumber Aloe |
| Freshwater Orchid | |
| Orange Blossom Verbena | |
| Blueberry White Tea | |
| Body Mists | Freshwater Orchid |
| Cucumber Aloe |
Clinical Strength
| Available In | Scents |
|---|---|
| Advanced Solid | Marathon Fresh |
| Sensitive Skin | |
| Powder Protection | |
| Light and Fresh | |
| Waterproof | All Day Fresh |
Awards
Secret Clinical Strength- 2007 American Cheerleader Beauty Awards winner
- 2008 Star Superstar Beauty Awards winner
- 2008 Allure Best of Beauty Awards winner-Reader’s Choice
- 2008 Shape of Beauty Awards winner
- 2008 Woman’s Day best in Beauty and Health Awards winner
- 2009 Star Superstar Beauty Awards winner
- 2009 Allure Best of Beauty Awards winner-Editor’s Choice
- 2009 American Cheerleader Beauty Awards winner
- 2010 Allure Beauty Breakthrough Awards winner-Reader’s Choice
- 2010 Product of the Year USA Award winner
Secret Flawless
- 2008 American Cheerleader Beauty Awards winner
- 2008 Allure Breakthrough Beauty Awards winner-Editor’s Choice
- 2008 Allure Best of Beauty Awards winner-Editor’s Choice
- 2008 Shecky’s Best in Beauty Award winner
- 2008 Redbook MVP Beauty Award winner
- 2008 CosmoGirl! Kiss of Approval Beauty Awards winner
- 2010 Better Homes & Gardens Best New Products Awards winner
- 2010 Allure Reader’s Choice Awards winner
Secret Smooth Effects
- 2009 Women’s Health & Fitness Beauty Awards winner
- 2009 Shecky’s Best in Beauty Award winner