Raise it Up

SECRET believes STRENGTH is more than overcoming what makes us SWEAT.
It’s recognizing INEQUALITY and taking action NOW to RAISE our VOICES for ourselves and future generations of GIRLS and WOMXN. It’s up to ALL OF US to continue pushing for a WORLD where WOMXN don’t have to sweat EQUAL REPRESENTATION and EQUAL PAY.

#RaiseItUp

October 2020
Secret Launches #RaiseItUp Campaign To Help Women Impacted Most by the 2020 Pandemic
  • Secret has been championing women since 1956 and recognizes that they have been disproportionately impacted by the pandemic of 2020. As part of Secret’s pledge to donate an additional $1 million in support of equality programs, the brand is taking immediate action in partnership with YWCA USA to establish a “Secret Missions” fund that will provide direct assistance to women. These “Secret Missions” will focus on childcare, career development and other key areas that make a difference in the lives of women and their families.

  • Join Secret to help #RaiseItUp for women by sharing women who #RaiseItUp on social media and tagging @SecretDeodorant OR by making a contribution to YWCA USA at ywca.org/donate/raise-it-up

June 2020
SECRET PARTNERS WITH NWSL TO SUPPORT THE 2020 CHALLENGE CUP
  • Secret was proud to continue its partnership with the NWSL and support, together with P&G, the 2020 Challenge Cup as presenting sponsor.

  • As part of our continued efforts to level the playing field for female athletes, Secret’s partnership with the NWSL helped give more visibility last summer to the league’s elite players and teams. Our goal with this effort was to celebrate the excellence of the league and to ensure that female athletes have a platform to play and get the attention they deserve.

March 2020
‘NOT THE FIRST’ WITH SERENA WILLIAMS AND SWIN CASH

At Secret Deodorant, we believe women are all strength, no sweat. In recognition of International Women’s Day, Secret Deodorant debuted its newest equal representation campaign, “Not The First.” The campaign spotlights some of the most remarkable women in sports today, while paying tribute to the women who paved the way for their professional success. The film stars tennis legend Serena Williams, as well as Olympic Gold Medalist and NBA New Orleans Pelicans executive Swin Cash.

February 2020
SECRET DEODORANT ANNOUNCES PARTNERSHIP WITH SERENA WILLIAMS TO ADVANCE GENDER EQUALITY
  • Secret and Serena Williams announced they will conduct a study on “Gender Inequality in Sports” to explore gender bias and the ways it surfaces at different levels of play, from high school athletics to professional sports.

  • Secret pledged an additional $1 million in support of equality programs for women.

January 2020
SECRET MAKES A PLAY TO KICK INEQUALITY ON THE FOOTBALL FIELD WITH SUPER BOWL AD FEATURING CARLI LLOYD AND CRYSTAL DUNN
  • Secret publicly supported soccer star Carli Lloyd’s NFL ambitions during the 2019/2020 football season.

  • Secret created “The Secret Kicker” spot that aired during the official Super Bowl Pregame Show and aimed to spark a dialogue about the possibility of women playing at football’s highest level – the NFL. Starring U.S. soccer players Carli Lloyd and Crystal Dunn, the ad continues Secret’s work to prominently highlight women’s social issues and champion equal representation and equal opportunity.

September 2019
SECRET PARTNERS WITH NWSL TO BOOST ATTENDANCE
  • Secret announced that it will continue to support female soccer players by helping to boost attendance and revenue at the National Women’s Soccer League (NWSL) games.

  • Secret purchased a total of 9,000 tickets to nine NWSL games during the 2019 season, filling 1,000 seats at one home game for each of the nine teams, and committed more than $200,000 to the effort.

  • In each city, Secret offered up its tickets to local partners, women’s organizations, youth sports teams, and not-for-profit organizations, inspiring local fans to join in a show of support for their teams.

July 2019
SECRET DONATES OVER $500K TO THE USWNT
  • Secret donated $529,000 to the United States Women’s National Team Players’ Association to close the gender pay gap in soccer.

  • Secret continued its advocacy and support of the USWNT, and we believe that visibility is important in getting the players the attention – and pay – that they deserve.

  • Our donation was a show of our support to these female athletes with the goal to demand the US Soccer Federation make a similar commitment to the players and ensure they are paid equally to their male counterparts.

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STRENGTH STORIES

Secret cast a diverse celebrity line-up of women across entertainment, sports, business and fitness to star in the latest “All Strength, No Sweat” campaign, and now, each of these women is sharing her personal story of strength and how she's challenging the status quo in her respective fields.

Strength Stories
JESSIE REYEZ

Canadian/Colombian singer and songwriter Jessie Reyez has become a powerful role model for women in music. Jessie gets candid about the challenges she faced in the music industry and discusses a personal story from her past.

Strength Stories
SWIN CASH

Having made the leap from WNBA player and Olympic gold medalist to bona fide businesswoman, Swin Cash – currently the VP of Basketball Operations and Team Development for the New Orleans Pelicans – speaks out about equal representation for women, in sports and in life.

Strength Stories
AINSLEY RODRIGUEZ

Fitness guru Ainsley Rodriguez, who’s amassed almost two million followers on Instagram through sharing her workouts, nutrition tips and her followers’ body transformations, believes the most powerful muscle you can train is your mind, and that from there, results follow. Rodriguez shares with Secret her commitment to helping women stay strong mentally and physically through life’s challenges, big and small.

Strength Stories
CAMILA MENDES

Brazilian-American Actress Camila Mendes, who stars as Veronica Lodge on the CW’s popular series Riverdale and is the face of Secret with Essential Oils, opens up about what strength means to her and how she is using her voice as a force for change in Hollywood.