Secret
A category leader in female grooming, blending scientific innovation with women's empowerment. Positioning spans from Mass Market basics to Premium Clinical solutions, offering the widest variety of formats and formulations.
Formulation Profile
- Key Ingredients
- Aluminum Chlorohydrate (Clinical), Provitamin B5, pH-balancing minerals; Aluminum-free options utilize cotton/natural absorbents.
- Ethical Standards
- Certified PETA Cruelty-Free; diverse range including aluminum-free and paraben-free lines.
- Target Concerns
- Stress sweat, 72-hour protection, skin sensitivity, fragrance variety.
- Texture & Ritual
- A comprehensive suite including invisible solids, soft solids, dry sprays, and clear gels.
| Product Name | Primary Benefit | Format/Size |
|---|---|---|
| Secret Antiperspirant Deodorant, Powder Fresh | Classic pH-Balanced Protection | Solid Stick |
| Secret Antiperspirant for 24HR Sweat Protection | 24HR Reliability | Solid Stick |
| Secret Clinical Strength Dry Spray | Clinical Performance | Dry Spray |
| Secret Antiperspirant Spray, Raspberry Bliss | Scented Freshness | Spray |
| Secret Original Roll-On Antiperspirant | Original Liquid Formula | Roll-On |
| Lavender Aluminum-Free Deodorant | 0% Aluminum | Deodorant Stick |
| Aluminum-Free Women's Deodorant, Cotton Scent | 0% Aluminum | Deodorant Stick |
| Secret Clinical Strength Antiperspirant (3 Pack) | Prescription Strength Wetness Protection | Soft Solid |
| Secret Clinical Strength Antiperspirant 72hr | Extended 72hr Protection | Soft Solid |
| 24hr Women's Antiperspirant & Deodorant | Daily Protection | Solid Stick |
| Secret Antiperspirant Deodorant, Fresh Scent | Invigorating Scent | Solid Stick |
