Secret announces new products, campaign casting call

Secret Deodorant’s portfolio is expanding, but not before it finds women who embody “All Strength, No Sweat” for a new campaign.

The Cincinnati-based company announced that it will be enlisting up to 10 women to tell their personal stories of strength and fortitude in a series that will air across its digital and social channels throughout the year.

Secret is calling on women via Instagram to share their best “All Strength, No Sweat” stories, and a panel of judges — brand leaders and influencer partners — will choose which stories to include as part of its marketing efforts.

“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,” Sara Saunders, the associate brand director for Secret, said. ”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.”

In addition, the brand unveiled four new products that include:

  • Aluminum Free Deodorant, which shares 60% of its ingredients with those found in skin care lotions, is free of parabens and dyes, and goes on clear and dry;

  • Body Cleansing Wipes, which are alcohol-free, individually packed and enable users to remove any odor-causing sweat or residue;

  • Clinical Strength Fasting Acting, which brings active ingredients together with sweat to provide protection against odor and wetness; and

  • Clinical Strength Night Treatment, which allows users to apply their antiperspirant at night to form a stronger barrier against sweat.

Those who are interested in participating in the campaign can use the #AllStrengthNoSweat hashtag on Instagram and can find the casting call rules on the company’s website.