P&G's new Secret Whole Body Deodorant delivers 72-hour odor protection from pits to privates; line of aluminum free whole body deodorant sticks, invisible creams and sprays come in Peach & Vanilla Blossom, Lilac & Waterlily scents and Unscented options

Sample article from our Beauty & Personal Care

CINCINNATI , February 7, 2024 (press release) –

Secret partners with ThirdLove to bring women 24/7 comfort and whole body freshness

Introducing the innovative Secret Whole Body Deodorant collection of aluminum free deodorants designed to be used beyond the pits to tackle underboob, private, and even foot odor. Secret Whole Body Deodorant delivers 72-hour clinically proven odor protection in three different forms: a smooth gliding stick, a water-based cream, and a nitrogen powered spray. The collection is gentle on skin, goes on clear, and features expertly crafted fragrances.

New Secret Whole Body Deodorant delivers 72-hour odor protection from pits to privates (Photo: Business Wire)

Research conducted by Secret reveals that women often face unspoken concerns about whole body odor. To address this, women resort to taking multiple showers a day, layering clothes, applying powder, using sprays or perfumes and often avoid being close to others. The fear of odor breakthroughs is an extra source of stress in women’s daily lives.

As a part of the launch, Secret is teaming up with ThirdLove to provide women with 24/7 comfort and freshness. ThirdLove is known for its inclusive sizing and has gained notoriety for its celebration of every woman’s body, creating styles that embrace and support all shapes and sizes. ThirdLove customers trust the brand with their most intimate moments (and parts), making this a perfect partnership for Secret Whole Body Deodorant. Starting February 21, all purchases made on ThirdLove.com will come with a free full size Secret Whole Body Deodorant product, while supplies last.

“Our styles are designed to help women look and feel their best, and Secret's latest innovation is a natural fit for our mission,”said Heidi Zak, Co-Founder and CEO, ThirdLove.“We’re a brand that obsesses over the details. And Secret shares our vision of empowering women by designing products for their unique needs.”

Recommended by four out of five gynecologists and dermatologists, Secret Whole Body Deodorant is made with superior skincare ingredients and is free of aluminum, baking soda, dyes, phthalates, and parabens for 24/7 freshness with daily use. The full collection includes:

  • Aluminum Free Whole Body Deodorant Stick: Ideal for use under the breasts or where thighs rub together. Made with shea butter and coconut oil, the stick glides on smooth and clear. Available in Peach & Vanilla Blossom, Lilac & Waterlily scents and Unscented.
  • Aluminum Free Whole Body Deodorant Invisible Cream: Ideal for use in intimate areas, it can easily and precisely be applied by hand. Made with skincare ingredients, the water-based cream absorbs quickly with no pilling. Available in Peach & Vanilla Blossom scent and Unscented.
  • Aluminum Free Whole Body Deodorant Spray: Allows for touchless application across the body. Made with 100% natural propellant so you experience the full array of light, fresh fragrance notes. Available in Peach & Vanilla Blossom and Lilac & Waterlily scents.

“Body odor outside of the armpits is normal and something many women notice at some point in their lives, but is not often discussed,” said Kate DiCarlo, Senior Communications Director, Personal Care Portfolio, Procter & Gamble. “The Secret Whole Body Deodorant collection is built on over 50 years of experience in formulating products especially designed for women. ThirdLove is a beloved brand founded on celebrating every woman with high quality intimate apparel, and together, we hope to normalize body odor conversations so all women feel comfortable and confident.”

Whether broad coverage or precision application, Secret Whole Body Deodorant delivers 24/7 freshness from pits to privates. The collection is available at major retailers nationwide, for the suggested retail price of $12.99 (pricing at the sole discretion of retailers). For more information visit Secret.com.

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. The brand has proudly supported women’s advancement and equality, celebrating those who push through barriers and stand up for what they believe in, without “sweating” the obstacles that may come their way.

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 https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

About ThirdLove

ThirdLove is a female-founded intimates brand that offers elevated essentials including bras, underwear, activewear and swimwear, all designed by women, for women. Co-founders Heidi Zak and Ra’el Cohen set out to revolutionize the bra shopping experience and create inclusive products that help customers look and feel great, comfortable and confident in everything they do. To date, over 20 million people have found their perfect fit with ThirdLove's Fitting Room technology. ThirdLove bras have garnered over 100,000 5-star reviews and the brand's best-seller, the 24/7® Classic collection, features ThirdLove’s signature half-cups and memory foam lining. ThirdLove has donated more than $50 million worth of products to women in need. To learn more, visit www.thirdlove.com.

Secret Deodorant Press Team
Citizen Relations

Source: Procter & Gamble

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

See our dashboard in action - schedule an demo
Chelsey Quick
Chelsey Quick
- VP Client Success -

We offer built-to-order beauty & personal care coverage for our clients. Contact us for a free consultation.

About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.