CINCINNATI--(BUSINESS WIRE)--(NYSE: PG) –A new study by Secret,* the leading antiperspirant for 60 years and most-used beauty product in the U.S., has uncovered that 74% of young women would face stress to achieve what they want rather than settle. Millennial women are also largely unfazed by societal expectations; 86% regularly choose to pursue their goals, even if they differ from what society expects of them as women. And, more than 4 in 5 believe they can set an example for other women through their experiences.
As the first to market in 2007 with its prescription-strength Clinical Strength collection, and the only antiperspirant brand designed specifically for women, Secret can uniquely drive a cultural conversation around women’s experiences with stress sweat today. Secret is proud to support women who dare to put themselves out there in the face of stress and ultimately pave the way for other women to do the same. Today, Secret turns the spotlight on four such women who are boldly pursuing their dreams via its #StressTest Facebook Live event, a livestream discussion on life as a millennial woman and the stress that comes along with it.
Beginning at 12pm EDT today, June 9, actress, singer-songwriter and columnist Zosia Mamet, will chat live with pro softball player Monica Abbott, entrepreneur Nicla DiCosmo (of Gypsy Warrior) and Lauren Berger (CEO & founder of Intern Queen), who will share their advice for confronting stressful moments in their lives and challenging societal expectations in their own ways. Women can join the discussion on Facebook.com/Secret, and share their own stories on how they too are challenging expectations and dealing with stress using #StressTest.
“This is a great opportunity for us to support each other in our collective plight with honest and real stories about the stress we feel as young women today and the challenges we all have to confront,” said Mamet. “There are so many issues that millennial women face; it’s important that we speak up and lean on one another to conquer those stressful moments together, challenge what’s possible and hopefully inspire new cultural norms in the process.”
"Secret has been at the forefront of women’s lives for 60 years, giving them the support and confidence they need to face the most stressful situations,” said Janine Miletic, Brand Director for Secret. “We understand the stress that comes with challenging cultural norms and are committed to providing women with what they need – high quality products and beyond – to stand up to today’s big and small stressors.”
The livestream discussion will remain available at Facebook.com/Secret, and the dialogue will continue on Twitter @SecretDeodorant. Today and tomorrow, Secret invites women to share their most stressful moments on Twitter using #StressTest. Zosia Mamet will then share fun personalized video “pep talks” to help these women confront the stresses they’re facing.
Secret was the first antiperspirant brand designed specifically for women, and for the past 60 years, Secret has been on the forefront of women’s lives, leading with innovation designed to provide superior odor and wetness protection. In 2007, the brand was first to market with Secret Clinical Strength, which offers an over-the-counter solution for prescription-strength antiperspirant. Through the years, the brand has been supporting women’s advancement by portraying confident, modern women in its campaigns and communications. As a continuation of these efforts, the brand’s newest campaign, “Stress Tested for Women,” celebrates progressive young women as they deal with the stress sweat caused by living in a world that expects less of them than they do of themselves. For more information visit Secret.com, or follow Secret on Facebook (Facebook.com/Secret), Twitter (@SecretDeodorant), Instagram (@SecretDeodorant) and YouTube (YouTube.com/SecretDeodorant).
* KRC Research conducted this survey on behalf of Secret via an online survey of 500 Millennial women ages 18-34 in the United States and Canada. The survey was conducted between May 19 and May 24, 2016. Data were weighted to ensure equal representation from U.S. and Canadian respondents in the total sample.