We introduced Secret in 1956 as a cream, which was applied with your fingers to the underarm area for underarm odor control. It sounds pretty strange now, but at the time it was innovative. Two years later, we introduced the roll-on, and the spray was to follow in 1964. We then introduced the solid version in 1978. It provided easy application without having to dig deodorant out from under your fingernails.

The driving force behind these early innovations was the principle that, yes, men and women have different needs from a deodorant, but a woman should never have to compromise how hard it works. The slogan “Strong Enough for a Man, Made for a Woman” embodied this ideal, and grew to become one of the most famous ad lines of all time.

The 1980s During the 1980s, we adapted the solid antiperspirant/deodorant from a round stick to a wide stick and introduced three new scents: Powder Fresh, Spring Breeze and Sporty Clean. By the end of the 1980s, Procter & Gamble was the premier manufacturer of antiperspirants/deodorants, and Secret was the leading women’s deodorant brand.

The 1990s The 1990s brought more exciting innovations with the launch of Ultra Dry and Sheer Dry. These products pushed the limits of strength and protection, with Sheer Dry offering women outstanding wetness protection that goes on clear and Ultra Dry offering them better wetness protection than most other products on the market. In 1999, we introduced Platinum Soft Solid, the strongest over-the-counter form of protection available at the time, and it quickly jumped to the head of the pack as the leading choice among women who want ultimate protection.

The New Millennium As we moved into the new millennium, Secret continued to expand its product line. In 2001, we added three new scents: Ambition, Genuine and Optimism — scents that reflect your unique individual styles. We followed that with our 2002 launch of Secret Platinum Clear Gel and also our Secret Invisible Solid with its micronized formula that glides on clear, giving women an invisible shield of protection.

That led us to our 2004 innovation in underarm science: Secret Platinum & Olay® Conditioners. With Provitalin — a revolutionary blend of skin conditioners — Secret Platinum & Olay® Conditioners can noticeably improve the condition of your underarms in just 14 days.

It is with that spirit — the spirit of individuality, femininity and strength — that we look forward to our continuing innovations like Secret Clinical Strength, Secret Scent Expressions and Secret Flawless™.