Work

Secret: Stress Tested for Women

Consumer productsPortland

We recognized, and empowered, a stressed AF generation of women

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Stress sweat—the kind of sweat Secret is formulated to fight—is something today’s young women know well. According to research, they are the most stressed-out generation of all time. Progress comes with a lot of pressure. That’s why the Stress Tested for Women campaign was created, to support and recognize modern, real “stress tests” they face everyday.

The campaign took on the wage gap, gender identity and norms, and preconceived, small notions culture has of women—particularly young women. Our women write their own business plans, propose to their boyfriends, and aren’t afraid to flip the script on what women are supposed to be and do. As the brand that has always supported women on the forefront, Secret knows women should be equal. Their choices should be respected. And their options should be wide open.

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When it comes to specific product messages—things like wetness protection—the work shows entertaining ways women deal with stress sweat. The protagonists are creative and graceful in the face of any awkward situation. They dry their armpits in the hand dryer in the bathroom without missing a beat when someone walks in. They blast the car AC up their sleeves. They are always resourceful, never shamed or shameful. They are humans. Stressed humans sweat. And smart, stressed humans who happen to be women have inventive ways of dealing with that inevitable sweat. (Eventually they figure out that Secret products will help them avoid these situations.)

We managed to insert stress sweat into culture, and the campaign sparked conversation on gender roles. People started to change the way they talked about the Secret brand. Huffington Post and Refinery29 named the ads “ground-breaking” and “inspiring,” respectively.

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