Procter & Gamble's best selling US deodorant brand, Secret, is getting clinical with the launch of its first prescription strength deodorant this month.
Secret Clinical Strength Anti-Perspirant/Deodorant is endorsed by Dr Dee Anna Glaser, professor of dermatology at Saint Louis University School of Medicine in the US and is available without prescription. Secret Clinical Strength does not contain aluminium chloride, a common irritant, and has been formulated with conditioning agents to soothe and calm the skin.
P&G claims that nearly 23% of women perceive themselves to sweat heavily. The company says that those afflicted with greater than average wetness are often embarrassed and restricted by their condition. “At Secret we strive to provide women with products that enable them to feel comfortable in their own skin and simply be themselves without worrying if their underarm protection is working,” explained Alex Smith, general manager of P&G's deodorants and anti-perspirant arm.
ECM July: deodorants report
Don't miss ECM's annual deodorants report, with in depth research on the deodorants markets in France, Germany, Italy, Spain, the UK, US and Russia. You can follow the 'related stories' link to the right of this page for 2006's report or subscribe now to receive the report in July 2007.