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

July 2021
Girls are 2X more likely than boys to drop out of sports by age 14

Secret wants to ensure that girls and women in sports have equal support. In partnership with the Women’s Sports Foundation, Secret will create inclusive spaces across the US that are accessible and welcoming for all women and girls to play and practice. By watching her today, you’re giving her the confidence to become tomorrow’s Champion. Just #WatchMe

March 2021
Secret Brings Relief to Over 100,000 Women and Their Families with YWCA Partnership

90% of mom’s feel like they aren’t doing enough, yet they’re shouldering the weight of the pandemic. Secret believes that women and families shouldn’t have to sweat childcare, and we are partnering with @ywca to help pay for childcare services and programming for more than 100,000 women and their families.

Secret Superhero Mom: Tali

Superpower: Strength As a front-line healthcare worker in Atlanta, Tali uses scrubs as her superhero suit, PPE as her armor and nasal swabs as her weapon. After her husband was forced to quit his job to take care of their two children, Tali continued taking care of her family and patients while also dealing with the tremendous personal loss of her own Superhero mom.

Secret Superhero Mom: Chelena

Superpower: Intuition An effervescent single mom of five (with two sets of twins) in St. Louis whose spirit lights up any darkness. Despite managing being a single working mother with 5 children, one of whom suffered kidney failure, Chelena remains a spiritual beacon for those around her.

Secret Superhero Mom: Martha

Superpower: Bravery A loving mother of four in Elgin, IL working two jobs, 16 hours a day, 7 days a week. Her son is convinced she fits 36 hours into a 24-hour day. Martha immigrated to the US and despite insurmountable setbacks continues to inspire and support those around her.

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
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
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.