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130:. 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
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During the 1950s and 1960s, TV commercials featured a woman named Katy
Winters (played by actress Anne Starr Roberts), a pert brunette whose friends all perspired a lot, whereupon she would recommend Secret as the solution to their problem. The ads were so ubiquitous (and repetitious) that eventually
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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
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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
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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 1972 and grew to become one of Secret's
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There are 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,
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Secret continued product line expansion in the new millennium. Starting in 2001, three new scents were added: Ambitious, 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.
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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
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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.
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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
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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.
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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.
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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
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and
Allison Baver's mother. Secret launched an online campaign, “Let Her Jump,” which promoted making women's ski jumping an official Olympic sport.
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introduced Secret
Clinical Strength, the first product from Secret promising clinical strength wetness protection without a prescription.
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In the 2020s, Secret continued partnerships with sporting organizations, and is the "Official Deodorant of Team USA" for the
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In 2010, Secret was one of several brands featured in Procter & Gamble's sponsorship of the
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drug stores and mass merchandisers. They are also available through various online retailers.
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254:. The “Thank you Mom” campaign featured athletes and their mothers. Secret worked with
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361:"An Ad Woman at the Top of an Industry That She Thinks Still Has Far to Go"
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In 2019, Secret launched a new collection, Secret with Essential Oils.
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Hebrdejs, Judy; Smallwood, Lola; Hageman, William (August 3, 2001).
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most famous advertising tag lines. The woman who coined the slogan,
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455:"P&G signs 'Riverdale' actress for plant-based antiperspirant"
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530:"Ilona Maher And USA Rugby Want To Wow Olympic Sports Fans"
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Antiperspirant/deodorant for women by Procter & Gamble
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poll, 11 percent were “extremely likely” to purchase.
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CNBC.com, Facebook, Nielsen Partner to Prove Ad Value
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421:"Nervous? Deodorant Makers Have a Product for You"
480:"WNT Kicks Off Partnership with Secret Deodorant"
507:Secret Outlast - Official Deodorant of Team USA
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183:American Advertising Federation Hall of Fame
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193:During the 1980s, Secret adapted the solid
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419:Newman, Andrew Adam (February 16, 2009).
453:Brunsman, Barrett (September 26, 2019).
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395:"WEDNESDAY, AUG. 1, 2001: One hot day"
272:Secret entered a partnership with the
181:, would in time be inducted into the
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359:Maheshwari, Sapna (April 25, 2017).
587:Procter and Gamble official website
939:Arbora & Ausonia Joint Venture
504:Secret Deodorant (June 20, 2024).
223:protection available at the time.
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334:"The History of a Fearless Brand"
274:U.S. women's national soccer team
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1011:Procter & Gamble Philippines
990:Procter & Gamble Co. v. OHIM
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1006:Procter & Gamble Pakistan
1052:. You can help Knowledge by
276:that spanned the year 2019.
1109:Products introduced in 1956
1104:Procter & Gamble brands
153:control. It was the first
73:; 68 years ago
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1001:Procter & Gamble Korea
126:for women manufactured by
1124:Brand name products stubs
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1021:Villarriba and Villabajo
1016:Consumption of Tide Pods
554:Digital Media Wire Daily
582:Secret official website
206:brand in dollar sales.
173:routinely mocked them.
97:Stress Tested for Women
674:William Cooper Procter
340:. Procter & Gamble
89:US, Canada and Mexico
1099:Personal care brands
818:Head & Shoulders
623:Procter & Gamble
517:– via YouTube.
296:for Secret in 2024.
252:2010 Winter Olympics
237:Procter & Gamble
147:Procter & Gamble
128:Procter & Gamble
54:Procter & Gamble
649:Norman R. Augustine
459:www.bizjournals.com
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944:The Art of Shaving
664:Lynn Morley Martin
425:The New York Times
365:The New York Times
165:such comedians as
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759:Crest/Blend-A-Med
679:John F. Smith Jr.
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645:(co-founder)
643:James Gamble
639:(co-founder)
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539:September 2,
537:. Retrieved
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528:Frye, Andy.
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36:Product type
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843:New Chapter
689:Meg Whitman
659:A.G. Lafley
464:October 18,
438:October 18,
404:October 18,
290:Ilona Maher
1093:Categories
979:Port Ivory
888:Seven Seas
338:Secret.com
309:References
107:secret.com
68:Introduced
959:Chemicals
954:BeingGirl
858:Old Spice
838:Mr. Clean
433:0362-4331
373:0362-4331
292:became a
280:The 2020s
235:In 2007,
227:The 2000s
221:deodorant
210:The 1990s
204:deodorant
199:deodorant
189:The 1980s
159:deodorant
132:Old Spice
124:deodorant
44:deodorant
996:Tyneside
984:Pringles
799:Gillette
719:Ambi Pur
513:June 21,
489:June 21,
378:June 20,
344:July 16,
1046:product
974:PG Tips
932:Related
923:more...
903:Swiffer
873:Pantene
868:Pampers
789:Febreze
749:Charmin
704:Current
142:History
102:Website
94:Tagline
86:Markets
76: (
60:Country
908:Tampax
883:Secret
863:Oral-B
739:Bounty
729:Aussie
714:Always
706:brands
630:People
534:Forbes
431:
371:
266:form.
118:is an
116:Secret
22:Secret
1044:This
969:MDVIP
918:Vicks
898:Scope
893:SK-II
878:Puffs
823:Ivory
813:Gleem
784:Fairy
779:Dreft
774:Downy
754:Cheer
744:Braun
724:Ariel
50:Owner
40:Women
1050:stub
913:Tide
853:Olay
833:Luvs
794:Gain
764:Dawn
734:Bold
541:2024
515:2024
491:2024
466:2019
440:2019
429:ISSN
406:2019
380:2022
369:ISSN
346:2021
169:and
78:1956
71:1956
828:Joy
769:Daz
42:'s
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