THE WHAT? P&G’s Secret Deodorant brand has been certified cruelty free by animal rights organisation PETA.

THE DETAILS The brand will be added to PETA’s list of cruelty-free businesses and given the green light to use the cruelty-free bunny logo on its website and packaging.

“As a pioneer in animal testing alternatives, we are thrilled to add Secret to the list of P&G brands that are part of PETA’s Global Beauty Without Bunnies program,” says Kelly Vanasse, Senior Vice President and Chief Communications Officer, Procter & Gamble Global Beauty, Grooming and Health Care. “Being cruelty-free is important for Secret. It provides people with the assurance they’ve come to rely on when choosing their personal-care products.”

“Compassionate consumers who want to do good while they feel and smell good can now find Secret on PETA’s trusted list of brands that do not test on animals,” says PETA Senior Vice President Kathy Guillermo. “Procter & Gamble is committed to ending all animal testing, and PETA encourages other industry giants to follow its lead in embracing modern non-animal research methods.”

THE WHY? P&G is a long-term collaborator with PETA and its Aussie and Herbal Essences brands are already certified cruelty free. As consumers increasingly vote on the issue of animal testing with their wallets, cruelty free certification has become increasingly important to help convince consumers to part with their cash.