Procter & Gamble’s Secret Deodorant debuted on Sunday the “All Strength, No Sweat” campaign which features a celebrity line-up of women from the entertainment, sports, business and fitness industries. It tells the personal stories of modern women challenging the status quo in their own fields.
The brand is designed to support “equal representation, equal compensation and equal opportunity for all women”. The campaign video features a song by singer/songwriter and Grammy-nominee Jessie Reyez, who also stars in the video. It also involves actress Camila Mendes, Olympic Gold medalist Swin Cash, actress and entrepreneur Shenae Grimes-Beech and fitness mega-influencer Ainsley Rodriguez.
The brand said that the lyrics were inspired by its original “All Strength, No Sweat” platform from February 2019 which depicted the rallying cry for women of all kinds. The original platform encourages women to take pride in their power, their attitude and their right to claim what they deserve in life.
“Secret has a history of supporting women’s progress and telling stories of women’s strength, which is something that I feel equally passionate about. As a woman in the music industry, I’ve experienced firsthand how difficult it can be to make headway in such a male-dominated field,” Reyez said.
Secret released a series of shorts featuring each of the five women. Reyez gets candid about the challenges she has faced in the music industry. Mendes as the new face of the brand’s new Secret with Essential Oils collection. She shows how she uses her voice in Hollywood. Cash speaks out about equal representation for women in sports. Grimes-Beech shares on her own motherhood experiences in motherhood and Rodriguez reveals her commitment to helping women stay strong mentally and physically through life’s challenges.
“We’re so proud to be working with such a diverse group of inspiring women, all of whom were chosen for their unwavering strength and relentless approach to getting what they want from life. We hear from incredible women every day – about their concerns, their ambitions, and about their work to earn their fair share at every stage and place in life. Our hope is that by spotlighting a few of these stories, we can continue to inspire strength and unity in making a real change together,”
said Sara Saunders, associate brand director, Secret.
