P&G Extends Secret Lineup With Aluminum-Free, Clinical-Strength Formulas
P&G targets Secret Aluminum Free Deodorant, a silicone-based formula, to consumers seeking underarm products without aluminum. Brand also adds Clinical-Strength offering.
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P&G rolls out Secret with Essential Oils with aluminum zirconium tetrachlorohydrex glycine 15, retailing at more than twice price of other Secret antiperspirant/deodorant lineup items. Firm also adds "No Sweat" ad campaign for Old Spice deodorants.
NAD Dispute Over Native Deodorant Claims Raises Question: Is Wetness Protection Exclusive To Antiperspirants?
Colgate’s Tom’s of Maine continues efforts to police natural deodorant advertising, challenging wetness-protection claims from P&G’s Native brand in the National Advertising Division’s self-regulatory forum. Siding with Tom’s, the NAD focused on the adequacy of Native’s evidence, but the case also has FDA regulatory implications and could impact other P&G brands, namely Secret. Native is appealing the NAD’s decision.
P&G's purchase of Native deodorants likely is approved by activist investor and potential board member Nelson Peltz, who has pushed the firm to invest in small and local brands as well as natural products. Analysts believe more tuck-in deals could be in the offing to help the firm compete against rising e-commerce startups.