In partnership with the industry’s leading
non-profit Women in Music, Secret kicks off search for
up-and-coming female singers, songwriters and producers, granting
coveted industry access to 250 aspiring female musicians
Secret Deodorant, a longtime champion of women’s equality,
revealed today the next frontier in its fight for equal
representation for women: the music industry, where women make up
just seventeen percent of artists, twelve percent of songwriters
and two percent of producers.1 In an effort to create more
opportunities for women in music, Secret announced a pledge to
feature “100% women-made” music in all future campaigns, enlisting
female singers and songwriters to create tracks for all marketing
efforts, beginning in 2020.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20191104005536/en/
Beyond its own creative endeavors, the brand will also do its
part to help women get a fair shot in the music industry. Through a
partnership with leading industry non-profit Women in Music (WIM),
whose mission is to educate, empower and advance women in the music
industry, Secret will offer to 250 aspiring female musicians one of
the most valuable resources: access to female mentors.
“As a brand for women, we consistently strive to elevate other
women in all we do. But when it comes to the production of music
for our campaigns, it has frankly been a struggle to do so, as
women are so significantly underrepresented in the music industry,”
said Sara Saunders, Associate Brand Director, Secret, P&G. “We
want to change that. We’ve heard from women that there’s one thing
that can make all the difference in their careers, and that’s
access to other women in the industry. Secret is proud to team up
with Women in Music – the music industry's leading non-profit
working toward gender equality – to enable to just that. And we’ll
continue to support those women by exclusively enlisting all-female
music teams in the production of Secret campaigns.”
Via its partnership with WIM, Secret is kicking off a talent
search through which women in music can score a number of
opportunities to help heighten their profiles and build valuable
connections, including:
- Annual WIM memberships for 250 women
- WIM mentorships with industry artists and executives for 50
women
- Access to Music Biz 2020 for two women
- Music Week Badges to SXSW and travel/accommodation for two
women
- The opportunity to have their music featured in a future Secret
ad
To enter, aspiring artists and songwriters must share their own
take on Secret’s “All Strength, No Sweat” brand anthem via their
Instagram channels. Those more interested in the business side of
the industry are invited to share their “All Strength, No Sweat”
stories and career aspirations on the platform as well. To join
this movement, women can check out the official guidelines
here.
Prominent female artists have also shown their support for the
effort. “Breaking into such a male-dominated industry was not easy;
I consider myself incredibly lucky to have had strong female
mentors who really helped me to navigate the industry as a woman,”
said Jessie Reyez, singer, songwriter and new brand partner of
Secret. “It is a huge move by Secret to not only commit to
elevating women in music via its creative efforts, but to tangibly
enable the connections and mentorships that are so valuable to
aspiring female artists.”
Other musicians, including Secret partners MILCK and Lauren
Eylise, will help to rally their fans to participate in the effort
via social, so they too can benefit from industry access and
mentorship programs through this effort.
“We are thrilled to have a brand like Secret working with us to
make the music industry a more equitable, diverse and inclusive
community,” said Nicole Barsalona, President, Women in Music. “In
our study with Berklee Institute of Creative Entrepreneurship, we
found that mentored women earn more money, express greater
satisfaction with their jobs, and were more likely to feel they
were where they should be in their careers. Our partnership with
Secret allows us to offer meaningful mentorship opportunities so
that more women have a chance at that kind of transformational
change.”
This latest move from Secret is in line with the brand’s
longstanding advocacy for women’s equality. Most recently, Secret
made headlines when it donated more than one half-million dollars
to women’s soccer players in an effort to close the gender pay gap.
Secret’s parent company, Procter & Gamble, is also a prominent
supporter of women’s equality, playing an active role in the
Association of National Advertisers’ #SeeHer movement.
In concert with the new campaign, Secret will also launch its
new Secret Dry Sprays, which provide advanced sweat and odor
protection for 48 hours. Formulated with innovative scent
technologies, Secret Dry Sprays are activated when skin comes into
contact with moisture and friction, ensuring that the product is
consistently working hard throughout the day and leaving women
feeling fresh and confident for longer – a favorite for the
hard-working women in music.
“We’re committed to supporting women in music, from protecting
them against sweat as they take the stage to helping them forge the
connections that are so critical to making progress,” added
Saunders. “After all, there are many things that women in the music
industry have to sweat, but we believe inequality should never be
one of them.”
For more information, visit Secret.com, or follow Secret on
Instagram (@SecretDeodorant), Facebook (Facebook.com/Secret),
Twitter (@SecretDeodorant) and YouTube
(YouTube.com/SecretDeodorant).
About Secret
Secret was the first antiperspirant brand designed specifically
for women, and for the past 60 years, Secret has been on the
forefront of women’s lives, leading with innovation designed to
provide superior odor and wetness protection. Through the years,
the brand has proudly supported women’s advancement and equality
through its campaigns and communications. Its latest campaign, “All
Strength, No Sweat,” is a continuation of this commitment to women,
celebrating those who boldly challenge the status quo, push through
barriers and stand up for what they believe in, without “sweating”
the obstacles that may come their way. Secret challenges women
everywhere to be all strength, no sweat.
About Women in Music
Women in Music is a 501(c)3 non-profit organization with a
mission to educate, empower, and advance women in the music
industry. Originally founded in 1985 in New York, Women in Music
now encompasses chapters across the country and across the globe –
from LA to India. Our members are a diverse group of individuals at
all stages in their careers — from students to seasoned industry
veterans. We are record label executives, artist managers,
songwriters, musicians, attorneys, recording engineers, agents,
publicists, studio owners, music publishers, marketers, and more.
Women in Music believes that the conversation around equality is an
inclusive one, where all voices are welcome. Our panels, seminars,
webinars, workshops, performance showcases, achievement awards,
leadership summits, and global initiatives serve the needs of our
diverse communities around the world. Visit womeninmusic.org.
1Source: USC Annenberg Inclusion Initiative report
View source
version on businesswire.com: https://www.businesswire.com/news/home/20191104005536/en/
Press: Sarah Black, DeVries Global 212-546-8533 |
sblack@devriesglobal.com
Procter and Gamble (NYSE:PG)
Historical Stock Chart
From Feb 2024 to Mar 2024
Procter and Gamble (NYSE:PG)
Historical Stock Chart
From Mar 2023 to Mar 2024