Secret Deodorant Casts a Power Line-Up for New “All Strength, No Sweat” Campaign to Share Diverse Stories of Personal Str...
January 03 2020 - 7:00AM
Business Wire
New spot uses custom-made anthem by
Grammy-nominee Jessie Reyez and features actress Camila Mendes,
Olympic Gold Medalist Swin Cash and others
On Sunday night, Secret Deodorant is debuting its newest
campaign starring a diverse celebrity line-up of women across
entertainment, sports, business and fitness. This campaign gives
much-needed air-time to the personal stories of modern women who
are challenging the status quo in their respective fields.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20200103005056/en/
With the release of its “All Strength, No Sweat” campaign,
Secret Deodorant, a brand committed to driving actions in support
of equal representation, equal compensation and equal opportunity
for all women, is once again shining a spotlight on inspirational
women who are pursuing their passions without “sweating” the
obstacles in their paths. The campaign video, which will air
nationally through 2020, features a song written and performed by
singer/songwriter and Grammy-nominee Jessie Reyez, who stars in the
video. Also featured within the campaign are actress Camila Mendes,
Olympic Gold Medalist Swin Cash, actress and entrepreneur Shenae
Grimes-Beech and fitness mega-influencer Ainsley Rodriguez.
The lyrics were inspired by the brand’s original “All Strength,
No Sweat” platform from February 2019 and serve as a rallying cry
for women of all kinds, encouraging them to take pride in their
power, their attitude and their right to claim what they deserve in
life – whether that’s fighting for a seat at the table, in the
boardroom, or acting as a positive example to women in
Hollywood.
“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,” said Jessie Reyez. “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. I’m honored to be a
part of this campaign and share Secret’s goal of equalizing
opportunity for women everywhere. I hope our stories connect with
other women out there and we can continue to inspire and lift up
one another.”
Secret is releasing a series of shorts featuring the unique
perspectives and personal stories of each of the five women
appearing in the campaign, including:
- Jessie Reyez: This Grammy-nominated Canadian/Colombian
singer and songwriter has become a powerful role model for women in
music. Reyez gets candid about the challenges she has faced in the
music industry, revealing a very personal story from her past.
- Camila Mendes: A Brazilian-American actress who stars as
Veronica Lodge on the CW’s highly popular series Riverdale, Mendes
is the face of the brand’s new Secret with Essential Oils
collection. As fierce as she is feminine, Mendes shares how she is
using her voice as a force of change in Hollywood.
- Swin Cash: Having made the leap from WNBA player and
Olympic gold medalist to bona fide businesswoman, Cash – currently
the VP of Basketball Operations and Talent Development for the New
Orleans Pelicans – speaks out about equal representation for women,
in sports and in life.
- Shenae Grimes-Beech: A mother, actress, content-creator
and self-proclaimed “queen of keeping it real,” Grimes-Beech
reveals her own “unfiltered” experiences in motherhood, helping to
show other women that they are not alone in navigating the
unknown.
- Ainsley Rodriguez: This fitness guru from Miami, who’s
amassed almost two million followers on Instagram through sharing
her workouts, nutrition tips and her followers’ body
transformations, believes the most powerful muscle you can train is
your mind, and that from there, results follow. Rodriguez shares
with Secret her commitment to helping women stay strong mentally
and physically through life’s challenges, big and small.
“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,” said Sara Saunders, Associate Brand Director, Secret. “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.”
For more from Secret, 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.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20200103005056/en/
Press Contact: Sarah Black, DeVries Global 212-546-8533 |
sblack@devriesglobal.com
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