P&G-owned Secret deodorant has announced Camilla Mendes as the face of its new range of antiperspirants, Secret with Essential Oils.
The range is launched with four premium fragrances, all derived from roots, stems and flowers of plants that are extracted through cold pressing and steam distillation. Free from parabens and dyes it is said to be the first deodorant that bridges the gap between the beauty and the personal care market.
Mendes’ appointment, Sara Saunders, Associate Brand Director, Secret, said, “With
the launch of Secret with Essential Oils – a true game-changer in its unique
blend of strength and beauty – it was critical for us to find a partner who was
just as multi-faceted.
“Camila is as fierce as she is feminine, epitomizing what it means to be ‘all strength, no sweat.’ This duality is something we believe many women can relate to, and it’s something they’ll find in Secret with Essential Oils.”
The products are said to be good for delicate skin with nourishing emollients and residue maskers. Launching this month exclusively to Target, the products will see a broader national rollout in 2020.
Saunders continued, “Thoughtfully crafted with an elevated scent and look, this is the first antiperspirant that truly sits between the beauty and personal care aisle and reframes what to expect from an underarm product. This collection creates an experience that feels indulgent but that still gives our consumers the protection and strength against sweat that they need.”