Secret Deodorant Champions ‘Women-Owned Wednesdays’ in December; Rallies Shoppers to Support Women-Owned Businesses This Holiday Season

Secret Deodorant, a vocal advocate for women’s equality, announced today a month-long celebration of women-owned businesses, calling on shoppers to support “Women-Owned Wednesdays” in December by buying from businesses owned and operated by women.

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To help holiday shoppers more easily locate women-owned businesses in their towns, Secret is debuting via its Instagram page a directory of 100 businesses in 10 major cities across the U.S. With a spotlight on businesses’ names, owners and social handles, this directory is designed to encourage local community support through increased traffic and sales throughout the holiday season. The brand will also launch a shoppable holiday campaign video, through which viewers can click to shop featured Cincinnati women-owned businesses.

“Women-owned businesses account for 40% of all businesses in the U.S. – and that number only continues to climb,” said Sara Saunders, Associate Brand Director, Secret, P&G. “As a brand for women, we’re committed to helping this growing group get the visibility – and hopefully the revenue – they deserve. More than $730 billion1 will be spent this holiday season, and with this effort, we’re excited to do our part to help women-owned businesses get their fair share.”

This latest move from Secret continues the brand’s longstanding advocacy for women’s equality. Most recently, Secret made headlines when it donated more than a half-million dollars to women’s soccer players in an effort to help close the gender pay gap. Secret’s parent company, Procter & Gamble, is also a prominent supporter of female business owners, spending more than $1 billion in the U.S. each year with women-owned businesses.

“We’re committed to supporting women in business, from protecting them against sweat as they face the daily hustle of business ownership to granting them the visibility that is critical to business success,” added Saunders.

For more information, visit Secret.com, or follow Secret on Instagram (@SecretDeodorant), Facebook (Facebook.com/Secret), Twitter (@SecretDeodorant) and YouTube (YouTube.com/SecretDeodorant).

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. Through the years, the brand has proudly supported women’s advancement and equality through its campaigns and communications. Its latest campaign, “All Strength, No Sweat,” is a continuation of this commitment to women, celebrating those who boldly challenge the status quo, push through barriers and stand up for what they believe in, without “sweating” the obstacles that may come their way. Secret challenges women everywhere to be all strength, no sweat.

1Source: National Retail Federation 2019 Holiday Forecast

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