In Continued Push for Women’s Equality, Secret Turns Its Attention to the Music Industry, Making Commitment to Feature “100% Women-Made” Music in Future Campaigns - Seite 2

Prominent female artists have also shown their support for the effort. “Breaking into such a male-dominated industry was not easy; I consider myself incredibly lucky to have had strong female mentors who really helped me to navigate the industry as a woman,” said Jessie Reyez, singer, songwriter and new brand partner of Secret. “It is a huge move by Secret to not only commit to elevating women in music via its creative efforts, but to tangibly enable the connections and mentorships that are so valuable to aspiring female artists.”

Other musicians, including Secret partners MILCK and Lauren Eylise, will help to rally their fans to participate in the effort via social, so they too can benefit from industry access and mentorship programs through this effort.

“We are thrilled to have a brand like Secret working with us to make the music industry a more equitable, diverse and inclusive community,” said Nicole Barsalona, President, Women in Music. “In our study with Berklee Institute of Creative Entrepreneurship, we found that mentored women earn more money, express greater satisfaction with their jobs, and were more likely to feel they were where they should be in their careers. Our partnership with Secret allows us to offer meaningful mentorship opportunities so that more women have a chance at that kind of transformational change.”

This latest move from Secret is in line with the brand’s longstanding advocacy for women’s equality. Most recently, Secret made headlines when it donated more than one half-million dollars to women’s soccer players in an effort to close the gender pay gap. Secret’s parent company, Procter & Gamble, is also a prominent supporter of women’s equality, playing an active role in the Association of National Advertisers’ #SeeHer movement.

In concert with the new campaign, Secret will also launch its new Secret Dry Sprays, which provide advanced sweat and odor protection for 48 hours. Formulated with innovative scent technologies, Secret Dry Sprays are activated when skin comes into contact with moisture and friction, ensuring that the product is consistently working hard throughout the day and leaving women feeling fresh and confident for longer – a favorite for the hard-working women in music.

“We’re committed to supporting women in music, from protecting them against sweat as they take the stage to helping them forge the connections that are so critical to making progress,” added Saunders. “After all, there are many things that women in the music industry have to sweat, but we believe inequality should never be one of them.”