Secret Deodorant Seeks Women Who Embody “All Strength, No Sweat” for New Campaign
February 13 2019 - 12:23PM
Business Wire
As Part of Nationwide Casting Call, Secret
Kicks Off Search for Stories of Women Who Refuse to Settle for the
Status Quo
Today, Secret Deodorant announced a nationwide casting call for
its new “All Strength, No Sweat” campaign alongside four new
product launches. As part of an ongoing effort to showcase the
awe-inspiring, barrier-breaking stories of women across the
country, Secret will enlist up to 10 women to tell their personal
stories of strength and fortitude in a series that will air across
various platforms, including digital and Secret’s social channels,
throughout 2019.
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the full release here:
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This announcement comes on the heels of the release of Secret’s
latest ad, “Women’s World – All Strength, No Sweat,” which brings
to life the stories of real women who are challenging the status
quo and pursuing their passions, without “sweating” the obstacles
in their path. Produced by a predominantly female crew, the video
features seven bold, boundary-pushing women in their everyday
professions, from a musician who was spurred to chase her own
dreams after becoming a mother, to a woman who set aside three
degrees and quit her day job as an architect to become a brewer.
Throughout the year, Secret will continue to tell stories of “all
strength, no sweat,” from well-known dynamos like Arianna
Huffington to other hustling go-getters who inspire the team at
Secret and beyond.
“As a leading brand for women, Secret knows that women are
strongly and boldly taking on high-stress moments, relentlessly
pursuing progress for themselves and other women, and courageously
pushing through barriers on a daily basis,” said Sara Saunders,
Associate Brand Director for Secret. ”Not only does Secret work to
protect them from the physical sweat they may face in the process,
we as a team are committed to telling real stories from women that
will inspire all women to stand up and take pride in their
strength.”
Starting today, Secret is calling on women to proudly share
their best “All Strength, No Sweat” stories via Instagram. The
brand’s panel of “judges” – including brand leaders and influencer
partners – will elevate the stories of women’s most daring,
inspiring, strength-without-sweat feats for inclusion in upcoming
marketing efforts. To join Secret’s #AllStrengthNoSweat
story-sharing movement, women can check out the official contest
guidelines here.
In concert with the new campaign, Secret is also debuting four
new products nationally this month, giving women more protection
choices than ever before:
- NEW Secret Aluminum Free
Deodorant: For those days women don’t need maximum sweat
protection or for those who choose to go aluminum-free every day,
this gentle silicone-based formula shares 60 percent of its
ingredients with those found in skincare lotion, is paraben and
dye-free, and goes on clear and dry, making white marks a thing of
the past.
- NEW Secret Body Cleansing
Wipes: These single-use, alcohol-free and individually
packaged cleansing wipes enable convenient removal of any
odor-causing sweat and residue – for underarms and beyond!
- NEW Secret Clinical Strength Fast
Acting: This max-protection formula works on contact;
like a magnet, it brings the active ingredient together with sweat
to provide faster protection against odor and wetness.
- NEW Secret Clinical Strength Night
Treatment: Applying antiperspirant at night – when your body
temperature is regulated – allows product to form a stronger
barrier against sweat, making Secret Clinical Strength 10 percent
more effective.
For more from Secret, visit Secret.com, or follow Secret on
Facebook (Facebook.com/Secret), Twitter (@SecretDeodorant),
Instagram (@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 by portraying
confident, modern women in 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.
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version on businesswire.com: https://www.businesswire.com/news/home/20190213005636/en/
Sarah Black, DeVries Global212-546-8533 |
sblack@devriesglobal.com
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