P&G Extends Secret Lineup With Aluminum-Free, Clinical-Strength Formulas
Executive Summary
P&G targets Secret Aluminum Free Deodorant, a silicone-based formula, to consumers seeking underarm products without aluminum. Brand also adds Clinical-Strength offering.
The Secret brand launched its first underarm deodorant formulated without the ingredient aluminum and rolled out a clinical strength antiperspirant with a nighttime formula option.
Secret Aluminum Free Deodorant is a silicone-based formula with 60% of its ingredients with also used in skin care lotion, manufacturer Procter & Gamble Co. says in a release announcing the launch earlier in 2019. The formula also is paraben- and dye-free and goes on clear.
The deodorant, offered in Honeydew, Rosewater and Daylily versions, retails for $6.49 for a 2.4-ounce stick.
The company has promoted the launched with a campaign for the Secret brand that includes ads developed by Secret’s in-house marketing team under the “All Strength, No Sweat” banner (see sidebar).
An aluminum-free Secret product seemed likely after P&G purchased Native Co. in 2017, a direct-to-consumer marketer with a line of aluminum-free deodorants.
(Also see "P&G Goes Native In Acquisition That Aligns With Peltz' Vision" - HBW Insight, 28 Nov, 2017.)
Demand for natural deodorants has grown as research has raised questions about aluminum's safety. The ingredient is included in FDA’s OTC antiperspirant drug monograph as generally recognized as safe and effective, but the agency requires antiperspirant labels for products containing aluminum compounds to bear a renal dysfunction warning. (Also see "Aluminum-Containing Antiperspirant Renal Warning Mandated By FDA" - HBW Insight, 9 Jun, 2003.)
Regulators in Europe have studied available evidence on aluminum and potential links to breast cancer and Alzheimer’s. The European Commission’s Scientific Committee on Consumer Safety in 2013 found cancer is “unlikely” from exposure to aluminum in cosmetics and the European Food Safety Authority concluded that available studies on Alzheimer’s were “inconsistent” and in themselves did not support a causal association between aluminum exposure and the disease. (Also see "Skin-Absorption Data Needed On Aluminum In Cosmetics – SCCS" - HBW Insight, 19 May, 2014.)
In addition to the aluminum-free offering, P&G debuted a Clinical Strength Fast-Acting formula that works on contact to provide faster protection against odor and wetness. The formula contains active ingredient aluminum zirconium trichlorohydrex glycine, the same active used in numerous Secret products.
The formula is offered in invisible solid and clear gel varieties with scents including Powder Protection, Fresh Burst and Clean Lavender. Clinical Strength also comes in a soft solid version formulated for use at night. The Clinical Strength products retail for $7.99.
P&G also added Body Cleaning Wipes to the Secret lineup, featuring single-use, alcohol-free and individual-wrapped wipes for underarms. The wipes retail for around $3 for a 15-pack. All products are widely available through online and conventional retailers.