P&G’s Secret shines spotlight on female-owned businesses

The deodorant brand will showcase 100 businesses from cities across the US on its Instagram page

Beauty brand Secret Deodorant is shining a spotlight on female-owned businesses with a new digital campaign.

Via its Instagram page, the P&G-owned brand will promote 100 businesses from ten cities across the US in an effort to encourage local communities to support female entrepreneurs.

“Women-owned businesses account for 40% of all businesses in the US and that number only continues to climb,” said Sara Saunders, Associate Brand Director, Secret, P&G.

“As a brand for women, we’re committed to helping this growing group get the visibility, and hopefully the revenue, they deserve.

“More than US$730m will be spent this holiday season and with this effort we’re excited to do our part to help women-owned businesses get their fair share.”

Secret is also expected to launch a shoppable holiday campaign video, where customers can buy products from featured businesses in Cincinnati, Ohio., where P&G’s heaquarters are based.

“We’re committed to supporting women in business, from protecting them against sweat as they face the daily hustle of business ownership to granting them the visibility that is crucial to business success.”

Earlier this year, Secret signed American actress and Riverdale star Camila Mendes as its celebrity spokesperson.

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