New Secret with Essential Oils delivers an elevated beauty experience and powerful protection.
CINCINNATI–(BUSINESS WIRE)–Today, Secret Deodorant marked the launch of its new premium antiperspirant product – Secret with Essential Oils – with the announcement of actress Camila Mendes as its celebrity spokesperson. A reflection of the collection’s first-in-category combination of strength against sweat and a luxe beauty experience, Secret’s partnership with Camila likewise celebrates the duality of modern women, championing those who embody strength and beauty, no sweat.
“With the launch of Secret with Essential Oils – a true game-changer in its unique blend of strength and beauty – it was critical for us to find a partner who was just as multi-faceted,” said Sara Saunders, Associate Brand Director, Secret. “Camila is as fierce as she is feminine, epitomizing what it means to be ‘all strength, no sweat.’ This duality is something we believe many women can relate to, and it’s something they’ll find in Secret with Essential Oils.”
“I’m so excited to be working with Secret to launch their new Secret with Essential Oils collection,” said Camila Mendes. “I love how sophisticated the fragrances are – especially for a deodorant! The scents remind me of a luxury perfume more than a typical antiperspirant.”
Secret with Essential Oils is debuting with four premium fragrances. Crafted free of parabens and dyes, the product formula is created with essential oils derived from the roots, stems and flowers of plants that are extracted through cold pressing and steam distillation. Since essential oils are thought of as the purest forms of fragrance, and are used often in parfums, a little bit goes a long way. The rigorously-tested formula is not only gentle on skin and rich with nourishing skin emollients and residue maskers for a premium application experience, but also delivers 48-hour sweat and odor protection for long-lasting protection.
“While antiperspirant has typically been viewed as a more functional product, we are challenging that notion with the launch of Secret with Essential Oils,” added Saunders. “Thoughtfully crafted with an elevated scent and look, this is the first antiperspirant that truly sits between the beauty and personal care aisle and reframes what to expect from an underarm product. This collection creates an experience that feels indulgent but that still gives our consumers the protection and strength against sweat that they need.”
Beginning September 2019, Secret with Essential Oils will be available exclusively at Target in the invisible solid form. The collection will see a broader national rollout in 2020. The product’s suggested retail price (SRP) is $11.99 (2.6 oz.) and will be available in the following scents:
- Coconut Oil + Mandarin
- Lavender + Eucalyptus
- Rose + Charcoal
- Cedarwood + Citrus
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.
Sarah Black, DeVries Global
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