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P&G's Secret Sheer Dry antiperspirant supported with $20 mil. ad/promo campaign.

This article was originally published in The Tan Sheet

Executive Summary

P&G SECRET SHEER DRY OPAQUE, SOLID ANTIPERSPIRANT GOES ON CLEAR, "combining the wetness and odor fighters of a white solid with a smooth, dry, residue-free application," Procter & Gamble said. Formulated with powdered aluminum zirconium trichlorohydrex gly, Secret Sheer Dry "feels drier than all of the leading clear gels or solids" and "leaves virtually no residue on skin or certain types of clothing," the company said. The Secret line addition will begin shipping in June with nationwide availability expected by July.
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