The History of a Fearless Brand

THE HISTORY OF A FEARLESS BRAND

Since 1956, Secret has been helping women bring out the best in themselves. By providing superior wetness and odor protection, Secret has given women the confidence they need to take on any challenge.

1950s
THE BIRTH OF SECRET

Secret was developed as a result of women's desire for a product that would contribute to their feelings of femininity, daintiness and freshness. Secret Ice Blue roll-on was introduced in 1958, making a significant moment in this era.

1960s
AEROSOL ARRIVES

In 1964, Secret Areosol was introduced, also called Secret Super Spray. It helped keep women cool, calm and self-assured throughout the decade. In 1965, Secret launched in Canada, and in 1969, Secret Antiperspirant Spray was added to the already growing product line.

1970s
STRONG ENOUGH FOR A MAN

In 1972, the now-famous Secret tag line ‘Strong enough for a man, but made for a woman’ was introduced. The tagline still remains one of the most famous advertising lines of all time.

1970s FEARLESS HISTORY
The Battle of the Sexes

In a 1973 media event dubbed, “The Battle of the Sexes,” women’s tennis champion Billie Jean King defeated former men’s champ Bobby Riggs before a worldwide television audience of 50 million.

1980s
MORE SCENTS AND MORE GROWTH

During the 1980s, three new scents were introduced: Powder Fresh, Spring Breeze and Sporty Clean. By the end of the 1980s, Procter & Gamble had established Secret as the best deodorant for sweating, making it the leading women's deodorant brand. During this time, Secret also began a relationship with the LPGA in 1987, Motorsports in 1987, and the Miss America Pageant in 1986.

1990s
INNOVATIONS ACROSS THE BOARD

The 1990s brought more exciting innovations with the launch of Ultra Dry and Sheer Dry, which pushed the limits of strength and protection. Then in 1999, we introduced Platinum Soft Solid, the strongest over-the -counter form of protection available at thetime. It quickly jumped to the head of the pack as one of the best deodorants for women. In 1998, Secret launched relationship-marketing efforts directed at teens and their mothers to encourage building self esteem in girls.

1990s FEARLESS HISTORY
FIRST AND ONLY

Manon Rheaume, a goalie from Canada, became the first and only woman to play in an NHL game when she served as the starting goalie for the Tampa Bay Lightning in a preseason exhibition game in 1992. She also played on the Canadian women’s national hockey team, winning a Silver Medal at the 1998 Winter Olympics.

NEW SECRET SCENTS

In 2001, Genuine, Ambition, and Optimism were introduced as the newest Secret scents in the US and Canada, providing women with new aromas to reflect their individual style. In 2007, Secret's strong innovation pipeline led to the development of Secret Clinical Strength, the first product to deliver clinical strength wetness protection that can outlast a woman’s day. And in 2008, Secret with Olay was awarded the Allure’s Editor’s Choice Award.

2010s FEARLESS HISTORY
REACH THE SUMMIT

Sophia Danenberg becomes the first African American and the first black woman to climb to the summit of Mount Everest, the world’s tallest mountain.

2010s
MEAN STINKS & OUTLAST

P&G and Glee’s Amber Riley began a partnership for the Secret “Mean Stinks” program to combat bullying on social media. It provides opportunities to donate to Pacer’s National Bullying Prevention Center, in addition to educational resources for schools. Then, in 2012, Secret continued pushing boundaries by introducing Secret Outlast and offering 48-hour odor protection.

FEARLESS  FOREVER
FEARLESS FOREVER

We share the same spirit of individuality, femininity and strength that these fearless women possess, and use it to continue innovating as a brand. Our goals will always be to provide excellent odor and wetness protection, be the best deodorant for sweating, and help women take on each day as fearlessly as they can.