P&G's Secret deodorant partners with Jenni Pulos from Bravo's Flipping Out to promote 48-hour protection; 45% of women check at least once a day to see if their deodorant is working

Michelle Rivera

Michelle Rivera

Feb 6, 2012 – Business Wire

CINCINNATI , February 6, 2012 (press release) – The New Secret OutlastTM Anti-Perspirant and Deodorant Collection is partnering with Jenni Pulos, the ultimate to-do-list master on Bravo’s Flipping Out, to help fearless women everywhere confidently conquer their long days with the 48-hour odor protection of Secret Outlast.

“Secret Outlast’s Search for the Busiest Women”

As a TV personality, actress, rapper and executive assistant, Jenni knows the importance of preparing yourself to conquer your day, whatever it takes. When trying to remain cool, calm and collected under pressure, she wants her deodorant to be the furthest thing from her mind. Secret Outlast seeks to offer all women this peace of mind, and we think they need it more than ever, according to a recent study conducted on our behalf. Consider: 97 percent of women say it would take up to a full 24 hours to complete all the items on their daily to-do list.1 And, while they’re working to accomplish that list, 82 percent of women say they start feeling no longer “fresh” during the middle of the day, with the majority of those women experiencing it at 3 pm, when they are far from finished with their day. We call this the “Hour of Ick,” and hope to reduce it with Secret Outlast.

“Women today often try and squeeze 48 hours worth of work into 24,” says Pulos. “To get through those days when my to-do list feels more like a task mountain, I believe in myself, remain fearless and trust high-performance products that get the job done, just like me. After all, the last thing I need to worry about is whether or not my deodorant is working. That’s why I’ve partnered with Secret Outlast, to equip women with the tools, tips and tricks to help outlast even the longest of days.”

“As the #1 female deodorant brand, it’s our job to stay on top of what’s important to women,” says Kevin Hochman, Marketing Director for Secret Deodorant North America. “They are telling us that they are packing an unbelievable amount of activity into their day – work, family, errands, exercise – we’ve literally never seen women be so busy in our over 40 years in business. We knew we needed to create a deodorant that could keep up with them and so we did – one that lasts an unbelievable 48 hours, no matter how busy they are!”

Forty-five percent of women check at least once a day to see if their deodorant is working. These women will be happy to know that Secret Outlast, which offers Dual Action Odor Technology® to provide a burst of freshness when you need it most, lasts for up to 48 hours. It is clinically tested to help stop odor before it starts, continually working to detect odor and wetness, ensuring coverage whether you are sitting still or on the move. The pH of Secret Outlast helps minimize odor-causing bacteria and provides long lasting 48-hour protection; plus, two times more odor-fighting ingredients versus the top-selling anti- perspirant deodorant.

Fifty-nine percent of women have sacrificed sleep to get their to dos done. Secret wants to help, and beginning February 6th, 2012 Secret Outlast and Jenni Pulos will be looking for the busiest women to tell their outlast stories for a chance to be featured in Secret’s next ad campaign. For more information on “Secret Outlast’s Search for the Busiest Women” or to enter, visit facebook.com/secret.

Pulos will be featured in Secret Outlast’s upcoming holistic marketing campaign, including print and television advertising, in which she’s fearlessly portrayed tackling daily challenges and activities that she – and most women – face day in and day out. The Secret Outlast Collection will be available beginning February 13th, 2012 at food, drugs and mass retailers nationwide in Invisible Solid, Clear Gel and Smooth Solid for $4.24 - $5.49 (2.6oz and 2.7oz sizes).

1 Between January 25 – 27, 2012 among 1,103 women ages 18 and older

About P&G Beauty & Grooming

P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of over $26 billion in fiscal year 2008/09, making it one of the world’s largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

About the Secret Outlast Survey

This survey was conducted online within the United States by Harris Interactive on behalf of P&G/Secret from January 25-27, 2012 among 1,103 female U.S. adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Emily Martin at Marina Maher Communications (emartin@mahercomm.com).

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