Secret Launches Breakthrough in Underarm Skin Health With DERMA+ Antiperspirant
February 16 2021 - 8:05AM
Business Wire
A Decade in the Making – Secret DERMA+
Antiperspirant Addresses Common Consumer Underarm Skin Woes of
Irritation and Discoloration
Secret is introducing its first-ever clinical-level sweat and
odor protection with skin conditioners and a soft-touch applicator,
Secret DERMA+ Antiperspirant. Designed with female dermatologists,
Secret DERMA+ Antiperspirant features skincare ingredient
ProVitamin B5 and DERMA-Shield, a proprietary and innovative
combination of skin conditioning ingredients. Presented in a
squeezable tube similar to a skincare product, Secret DERMA+
Antiperspirant conditions to help prevent visible signs of underarm
shave irritation like redness, bumps, dry skin, nicks and
discoloration for visibly healthier, smoother underarms.
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A Decade in the Making – Secret DERMA+
Antiperspirant Addresses Common Consumer Underarm Skin Woes of
Irritation and Discoloration (Photo: Business Wire)
A formula a decade in the making, Secret DERMA+ Antiperspirant
was designed in response to research that showed 40% of women
experience noticeable underarm shave irritation1 . That same
research demonstrated that 60% of women want skincare benefits in
their antiperspirant and deodorant products2. With these women in
mind, Secret ushers in the next frontier in underarm care by
combining superior sweat and odor protection with skincare-inspired
ingredients such as coconut oil, aloe and vitamin C.
“Visibly healthier, smoother underarm skin is at the heart of
Secret DERMA+ Antiperspirant’s innovation,” said Nilima Shenai,
Senior Director, Global Antiperspirants & Deodorants R&D at
Procter Gamble. “In collaboration with female dermatologists, our
team designed a new formula and a new application and usage
experience that addresses women’s underarm skincare needs while
still delivering the superior sweat and odor protection women have
come to expect from Secret.”
Secret DERMA+ Antiperspirant’s innovation extends to its unique
packaging as well. Its first-of-its kind squeeze tube packaging is
different from the standard deodorant stick and has a rounded,
soft-touch applicator designed to minimize friction points against
the skin, making the application experience as smooth as the
formula itself. To apply, simply give the tube a light squeeze and
apply directly to your underarms.
“We talked to hundreds of women of color who also want a
solution for underarm skin discoloration,” shared Dr. Maiysha
Jones, Senior Scientist at Procter & Gamble. “Secret DERMA+
Antiperspirant provides clinical-level sweat and odor protection,
it was designed to visibly improve skin health, and it helps
promote visibly even skin tone.”
Secret DERMA+ Antiperspirant is accredited by the Skin Health
Alliance, a global organization of independent dermatologists and
skin scientists who have verified Secret DERMA+ Antiperspirant as
safe and effective.
Now available at mass retailers nationwide for $7.99 in four
variants, including: Nourishing + Coconut Oil, Even Tone + Vitamin
C, Cooling + Aloe and Fragrance Free.
For more from Secret, 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 Procter & Gamble
P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including
Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®,
Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®,
Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®,
and Whisper®. The P&G community includes operations in
approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands. For other P&G news, visit us at
www.pg.com/news.
_______________ 1 Fractal Analytics, 2019, US APDO H&P
Ethnic Insights Analysis - Female 2 Fractal Analytics, 2019, US
APDO H&P Ethnic Insights Analysis - Female
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version on businesswire.com: https://www.businesswire.com/news/home/20210216005125/en/
Citizen Relations Ashley Taveras
ashley.taveras@citizenrelations.com
Procter and Gamble (NYSE:PG)
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